1. www.cfs.purdue.edu/HTM Hospitality and Tourism Management Purdue University Building a Stronger Economy through Tourism R&D Xinran Lehto Purdue Tourism & Hospitality Research Center

2. www.cfs.purdue.edu/HTM Tourism Center Mission A ctive Engagement A ctive Engagement C reative Discovery E xperiential Learning

3. www.cfs.purdue.edu/HTM Active Engagement 50+ sponsored projects for 20 Indiana counties, Non-sponsored services for 23 Indiana counties Director appointed to Indiana Governor’s Tourism Council

4. www.cfs.purdue.edu/HTM Expanding Impacts Geographically: Grassroots > county > state > neighboring state > west coast

5. www.cfs.purdue.edu/HTM Scope of Services Marketing and Economic Research Visitor profiles studies Analyses of advertising effectiveness and marketing evaluation Destination Image and Branding studies Economic impact studies World Wide Web site effectiveness assessments

6. www.cfs.purdue.edu/HTM Scope of Services Value-Added Data Analysis Audits of survey datasets Secondary data analysis to provide added value to survey sponsors

7. www.cfs.purdue.edu/HTM Harrison County – comprehensive tourism studies resulting in a community-embraced destination branding program Case Study: Harrison County

8. www.cfs.purdue.edu/HTM 2004 Research plan initiated Visitor Profile Economic Impact Image Return on Investment Conference center feasibility

9. www.cfs.purdue.edu/HTM Destination Profile - location

10. www.cfs.purdue.edu/HTM Destination Attributes Scenic beauty, outdoor rec., caves Historic – Indiana’s first State Capitol – 1816 – 1824 Small town charm Burgeoning agri-tourism business development 1998 – Caesars Indiana (503/867 rooms)

11. www.cfs.purdue.edu/HTM Image Study Objectives Examine perceptions of visitors and potential visitors of Harrison County as a travel destination Assess the sense of place of Harrison County as perceived by residents and tourism businesses Identify gaps between projected, perceived and desired images of Harrison County

12. www.cfs.purdue.edu/HTM What is a brand?... That set of emotional responses associated with exposure to a product or service. The true definition of a product or service, sourced from a core set of identity factors.

13. www.cfs.purdue.edu/HTM What a brand is not Logo Tagline Signature colors Characters (Ronald McDonald) All the above are tools used in marketing to convey the essence of the brand.

14. www.cfs.purdue.edu/HTM Getting to the core Attributes – what does the brand offer? Pleasant and safe Friendly Pure & simple atmosphere Relaxing Scenic Easy going Fun for adults & families A good stop along the way

15. www.cfs.purdue.edu/HTM Getting to the core Benefits – what does the brand do for me? Proximity to cities Close to nature Geologically diverse Inexpensive getaways Comparable amenities Variety of activities Entertainment I can be me

16. www.cfs.purdue.edu/HTM Finally, getting to the core Brand core “What is the brand’s soul or essence?” THE ESSENTIAL INDIANA EXPERIENCE

17. www.cfs.purdue.edu/HTM