Cinema, Destination Image and Place Branding Cinema, Destination Image & Place Branding - Page 131

CINEMA, DESTINATION IMAGE & PLACE BRANDING in Japan, represented major inhibiting travel factors for each of these countries; (3) despite the fact that Taiwan also experienced serious natural disasters, but also train accidents, these factors didn’t impact negatively on travel flows from the other countries, (4) in turn, the conflict between Japan and China over the Senkaku Islands was a distinctive factor that inhibited travel in both directions; (4) finally, the conflict between Japan and South Korea, the Takeshima Island issue, can be con- sidered a factor that inhibited travel from Japan to South Korea, but had little impact on travel from South Korea to Japan. The book closes with a final reflection on the difficulties faced by travel agen- cies in dealing with the ferocious competition for market share, that can be assigned to changes in conventional management environments caused by mod- ern rhizomatic information communication methods, particularly the Internet. Consequently, la raison d’être of travel agents is being questioned. To deal with this overturn, the author suggests the construction of travel agent brand equities and innovation in business, to strongly appeal to consumer segments which are not aware of the significance of travel agents. As in other retail industries, success com- panies show a stronger appealing power to consumers, that is why brand-build- ing of the travel industry is considered to be an urgent need. return to the content page 131