Measuring the Vertical and Horizontal
Integration of New Harmony’s Brand Image
Dr. Perry Burnett, USI
Dr. Chad Milewicz, USI
Tonight’s Outline
• Project’s Purpose• Previous Research • Guiding Theoretical Model• External Sample Responses
– New Harmony’s brand image – New Harmony’s perceived tourism value components– What drives external stakeholders’ intentions to visit New
Harmony– Internal stakeholders’ views on brand image and branding
• Recommendations• Q&A
• Measure the horizontal integration of New Harmony’s brand.
– Horizontal integration measures how effective the city’s desired brand is communicated to outsiders.
– Intercept survey of around 500 respondents
• Measure the vertical integration of New Harmony’s brand.
– Vertical integration measures the integration of the city’s brand among internal stakeholders.
– This objective will be accomplished through electronic surveys.
Project’s Purpose
2012 Research:Favorability of Provided Brand Image Descriptions
How Respondents Described New Harmony
Artistic 4.64
Serene 4.57
Inspiring 4.50
Creative 4.45
How Respondents Wanted Visitors to Describe New
Harmony
Inspiring 4.80
Creative 4.75
Artistic 4.73
Serene 4.62
2012 Research:Brand Image Descriptions In Own Words
Respondents’ Description of New Harmony(own words)
Relaxing / Peaceful
19
Historical 8
Unique 7
Quiet 5
Desired Visitors’ Description of New Harmony(own words)
Relaxing / Peaceful
10
Inspiring 9
Rejuvenating 5
Fun/Exciting 5
Overall
Satisfaction
Future
Travel
Intentions
Destination
Brand
Image
Perceived
Value
Trip
Quality
Integrated Tourism Behavior (ITB) Model
New Harmony
Brand Image
New Harmony’s
Perceived
Overall Tourism
Value
New Harmony’s
Perceived
Transformational
Value
Visit Frequency
Impact on Value
Visit Frequency
Impact on Value
Overall
Evaluation
of New
Harmony
Intention to
Visit New
Harmony in
Next Year
Unique
Experience
Value
Frequency
of Past
Visits
Transformational
Experience
Value
Value for
Effort to
Visit
Positive Influences
on
Intentions to Visit New Harmony
Unique
Experience
Value
FUN
Brand Image
Influences
On Perceptions that New Harmony
Offers Value By Providing A
Unique Experience
ARTISTIC
Brand Image
DIFFERENT
Brand Image
Easy to
Get Information
Easy to
Get To
Transformative
Experience
Value
FUN
Brand Image
Influences
On Perceptions that New Harmony
Offers Value By Providing A
Transformative Experience
INSPIRING
Brand Image
Good Hours
Easy to
Get Information
Easy to
Get To
Internal Stakeholder Views on Brand Image Align
Internal Stakeholder Views onBranding Value Align
Internal Stakeholder Views on Brand Management
Internal Stakeholder Views on Brand Satisfaction Align
Suggestions on Brand Image and Tourism Value Components to
Communicate
Brand Image to Communicate FUN
Brand Image
ARTISTIC
Brand Image
INSPIRING
Brand Image
DIFFERENT
Brand Image
Experience Value to Communicate
Transformative
Experience
Value
Experience Value to Communicate
Unique
Experience
Value
Recommendations (Never Visited)
• Respondents who have never visited have neutral brand images of New Harmony.
– Marketing has not formed lasting images.
– Communicates its brand image through multiple physical visits.
– Opportunity to influence image; need to establish image once the visitor physically travels.
Recommendations (Demographics)
• Older, Married, Male perceive higher tourism value and stronger agreement to brand.
– Females are the primary decision maker for married couples over 45.
– Prefer social setting/environment while engaging in passive behavior.
– A well-defined and easily identifiable tourism infrastructure.
Recommendations (Effective Brand)
• Communicate Effective Brand Image of New Harmony:
– Image: Fun, Artistic, Inspiring, Different.
– Value: Unique Experience, Transformative
– Businesses: Open and Accessible.
Recommendations (Strategy)
• Unique experience and transformational are correlated with intention repeat visits.
– Ease of information (positive); ease of access (negative).
– Isolation may benefit New Harmony.
– Market as “escape”, “mystery”, “journey”, “pilgrimage”.
Geographic Detail
Geographic Detail
Geographic Detail