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Communicating Lithuania’s destination branding

Abstract

Increasingly, academics and practitioners are turning their attention towards destination branding as a serious topic of research and enquiry. In an attempt to differentiate themselves from competitors, tourism authorities across Europe are developing unique and highly targeted advertising campaigns. However, research being conducted indicates that whatever the destination country, tourists make their decisions for very similar reasons. This research analyses how Lithuania brand communicates its campaign message to tourists, and the experience of those tourists who have visited the country, as well as gauge their response, i.e. expectations, opinions and recommendations about the campaign. Specifically, the research analysed the destination branding campaign “Lithuania. Real is Beautiful” and its corollary, i.e. nature (“See nature”), culture (“Explore culture”), food (“Taste food”), people (“Meet people”) and activity (“Stay active”), and how (and in what ways) the campaign reflects the criteria that tourists used to make Lithuania their holiday destination, as well as the opinions they formed about our country.


The response from tourists clearly shows that Lithuania’s current advertising campaign is failing to make the connection with, and leverage off, the country’s highly symbolic national flag. The red, green and yellow of the flag demonstrate a visual uniqueness and act as signifiers for the country as a whole, and this is what tourists would like to see.


Article in English.


Lietuvos krypties prekės ženklo komunikacija


Santrauka


Šiandien šalies krypties ženklodara tapo diskusijų dėmesio centre tiek tarp šios srities mokslininkų, tiek tarp praktikų. Didėjant konkurencijai, šalys reklaminėse kampanijose siekia parodyti savo unikalumą. Tačiau tyrimai rodo, kad šalies kaip turizmo krypties pasirinkimo kriterijai dažniausiai yra panašūs ir galioja daugumai šalių. Tyrimo tikslas – išanalizuoti Lietuvos krypties ženklodaros komunikaciją remiantis turizmo prekės ženklu, nustatyti Lietuvą aplankiusių turistų nuomonę apie šalį ir jos prekės ženklą, išsiaiškinti, ar Lietuvos prekės ženklo kampanijos lydimieji ženklai atitinka turistų nuomonę, patirtis ir rekomendacijas. Atliekant tyrimą analizuota, kaip reklaminė turizmo kampanija ,,Lithuania. Real is Beautiful“ ir jo lydimieji ženklai – gamta („See nature“), kultūra („Explore culture“), maistas („Taste food“), žmonės („Meet people“), aktyvumas („Stay active“) – atspindi Lietuvos turistų (visiters) krypčių pasirinkimo kriterijus ir asociacijas, su kuriomis turistai sieja Lietuvą.


Tradiciškai turistai renkasi Lietuvą dėl kultūros ir žmonių. Nors gražią gamtą turistai nurodo kaip vieną svarbiausių Lietuvos asociacijų, vis dėlto gamta yra ketvirtas pagal svarbą pasirinkimo kriterijus. Reklaminėje šalies kampanijoje turistams trūko Lietuvą simbolizuojančių spalvų, unikalumo ir bendrai vizualios informacijos apie šalį.


Reikšminiai žodžiai: krypties ženklodara, prekės ženklas, prekės ženklo komunikacija, komunikacija, turizmas, vietos ženklodara, rinkodara.

Keyword : destination brand, branding, brand communication, communication, tourism, place branding, marketing

How to Cite
Sederevičiūtė-Pačiauskienė, Živilė, & Katinaitė, K. (2020). Communicating Lithuania’s destination branding . Mokslas – Lietuvos Ateitis / Science – Future of Lithuania, 12. https://doi.org/10.3846/mla.2020.12542
Published in Issue
Jun 29, 2020
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This work is licensed under a Creative Commons Attribution 4.0 International License.

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