Island tourism brand identities: A review of themes in island tourism logos

Abstract

All destinations-including islands-have an identity, shaped by the shared lived experiences and perspectives of various parties. Because sense of place is inherently reliant on human interaction (both with place and with each other), island identities are created, co-created, and communicated through various channels. One such channel is the messaging produced to market island destinations to various audiences. In marketing, a brand identity comprises the attributes or characteristics that separate one brand from another and highlight its uniqueness. Island destinations, like other tourism destinations (and brands in general), embed themes in their logos to help create a brand identity and to communicate with target audiences. The current study analyzed a sample of 84 island destination logos and identified a number of recurrent themes, with water, landscape/seascape, flora and fauna, and islandness being most prominent. Findings are discussed in the context of island identity, tourism, and marketing, highlighting opportunities for further exploration by island scholars and marketers alike. A greater understanding of island branding strategy is critical, as it offers island destinations a crucial advantage in an increasingly competitive tourism industry.