The debate on globalisation versus localisation of marketing parameters has intensified over the last few decades with positions ranging from beliefs in the homogenisation of consumer demands to the idea that markets remain culturally diverse despite the increasing interconnectedness of the world.

Relating the globalisation approach to a tourism context, it is, however, doubtful whether tourism destination promotion would benefit from total standardisation. This very much rests with the fact that tourism destinations exist outside the context of tourism consumption. The political, economic and cultural existence of places outside the tourism context means that tourism destinations have a more comprehensive meaning potential than most other consume

I will now comment on the Danish Tourist Board’s ongoing work with marketing Denmark based on glocal principles. The Danish Tourist Board’s (DT’s) ongoing work with a new branding strategy named: “Branding Danmark” consists of three sets of values: cosiness – unpretentious, design – talented, oasis – free. The intention behind this campaign is that it should be a global campaign with localised aspects. For these values to be universally understood they must be mediated in different ways. On some, or perhaps most, of the central markets for Danish tourism these value sets will be established meanings associated with Denmark, wherefore they will need only to be mentioned to bring forward a number of associations. On some, or perhaps most, of the secondary markets these value sets will be unknown to the reader, and the marketer therefore has to explain in more details what these concepts entail. To take the example of cosiness, DT’s own research demonstrates that this is an established meaning on the German market, which should make it easy to refer to this with a few words. Conversely my image research on the English market does not identify the concept of cosiness, wherefore it will demand a greater effort to establish cosiness as synonymous with Denmark among potential English tourists.

Impressions are based on actual actions and events in a given culture which are transient and consequently over time may be forgotten by the image holder. Examples of these are: nature or man induced catastrophes, political actions and cultural events (all of a non-permanent nature). Impressions have a factual and profane nature (they do neither represent a reflected frame of mind nor an emotional position on the other). Impressions may, however, turn into more permanent, reflected and deeply felt attitudes towards a place, if a given event occurs repeatedly or if the event agrees or disagrees with the norms and values of the image holder. Attitudes may contain both an affective and a cognitive side, but because a person is capable of reflecting on his attitudes, the cognitive processes play a major role in attitude formation. Values, on the other hand, primarily have an affective basis as they are predominantly unconsciously held and not subject to reflections. Values represent “the way things are” - a taken-for-grantedness in relation to the other - and thereby gain a kind of sacredness.

The fragmented and unemotional meaning structures existing among the Eng

Some topics in this essay:
Board’s DT’s, Destination Image, , Denmark England, Denmark German, Tourist Board, Self Simultaneously, Tourist Authorities, Denmark English, Tourist Board’s, tourism destinations, danish tourist, tourism destination, meaning structures, image platform, global image platform, cultural image, meaning components, shared cultures, cultural images, english market, specific cultural entity, unemotional meaning structures, danish tourist board’s, fragmented unemotional meaning,