Branding cold water Islands: The use of themes related to water in logos for island tourism destinations

Abstract

This abstract will examine whether cold-water islands differ from warm-water islands in the use of water-related themes in their destination logos. Tourism logos for 106 islands were assessed to rate the extent to which themes related to water were present or implicit in the tourism logo. Findings show that both cold- and warm-water islands incorporate water-related themes in their tourism logos, but the manner in which water is represented in those logos differs. The study's findings provide insights into the attributes that cold-water islands seek to emphasise in their tourism branding and brand identity and may inform cold-water islands' branding strategies.