EVALUATING THE ABILITY OF LOCAL MUNICIPALITIES TO PROMOTE STRONG BRAND IMAGE IN ALGERIAN CITIES

Abstract

This work explains the role and importance of brand image in promoting tourism in Algiers. Its first objective is to create a model that evaluates and classifies the ability of local municipalities to develop a brand image of Algiers and to discover difficulties that could hinder its implementation. This paper is divided into three parts. The first section explained the role of brand image in tourism development. The second part is devoted to explain the method adopted. The authors chose MVAT method, based on multi-attribute analysis to assess brand image using the database of the bay of Algiers. The last section is devoted to explain the results of this work. Hence, this work revealed two kinds of results, on one hand, a model to assess the destination’s ability to create a positive brand image. On the other hand, the classification of the destinations under study. So, this study leads us to consider that the Casbah is the only municipality that capable to promote the brand image of the bay of Algiers. It is important to mention that this model will serve as a decision-making tool for decision-makers when they decide to develop the brand image of a tourist destination in developing countries. It has the advantage of being flexible, so it accepts modifications in order to be improved. However, it is limited by information because it needs more information for a better diagnosis. Finally, it is well recommended to develop an image that is consistent with the local context of the city, as well as the necessary involvement of citizens in the construction of this image.

Keywords

• brand image
• tourism
• bay of algiers
• destination
• mavt
• model