During my years as a consultant in destination branding, I've encountered numerous frameworks and methodologies. One that has significantly influenced my approach is the '3-gap analysis.' This framework is invaluable for understanding and managing destination brands, as it helps identify and bridge the gaps between the host and the guest.

When evaluating destination brands, it's important to consider both the host and guest perspectives. The host perspective focuses on the destination brand’s identity and the image it presents, while the guest perspective encompasses people's perceptions and expectations. Effective destination branding lies in aligning the host's identity, the projected image, and the guest's expectations to deliver a satisfying experience.

Many destination brands today face significant gaps between expectation and experience. These gaps can manifest in two primary ways.

Expectation < Experience

This scenario occurs when the experience surpasses the expectations. Destination brands like India, California, and Colorado often fall into this category. Visitors to India, for example, might come with modest expectations and find themselves awed by the locals' vibrant culture, historical richness, and hospitality. Similarly, California’s diverse attractions, stunning natural beauty, pleasant climate, and iconic landmarks, from beaches and mountains to cities and vineyards, often exceed visitors' expectations. Finally, Colorado's natural beauty and recreational opportunities leave visitors delighted and eager to return.

Expectation > Experience

In contrast, when expectations exceed the actual experience, a disconnect occurs. The UK, Las Vegas, and Miami are notable examples. The UK's rich history and global cultural influence might set very high expectations, but some visitors may find the actual experience lacking in certain aspects. Las Vegas, known for its glamour and entertainment, can sometimes underdeliver if visitors' expectations are unrealistically high. Miami sets high expectations with its sophisticated image of vibrant nightlife, beautiful beaches, and cultural diversity. However, it often under delivers due to issues like traffic congestion, high costs, and inconsistent service quality in hospitality.

Understanding and bridging these gaps is critical, not just for destination brands but for all brands. Aligning expectations and experiences goes beyond brand management—it fosters satisfaction, repurchase, and loyalty. For marketers, creating the right expectations and delivering on them is the cornerstone of a successful brand strategy.

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Author: Natalia Restrepo
Director, Strategy and Insights

Natalia Restrepo has been working with BAV Group since 2013 in LATAM and North America. She has vast experience in assisting local, regional, and global clients by using data to solve their marketing challenges and answer business questions. Natalia has collaborated with brands like Pepsi, Bimbo, Abbott, Visa, Walmart, Ticketmaster, Target, and Telefonica to identify insights and opportunities in each market, which further guide both global and local marketing strategies.

Her passion for understanding people’s behaviors and interactions with brands has led her to work on strategy teams in various businesses, including advertising agencies, market research agencies, and consultants.

When Natalia is not working, she enjoys cooking, trying out new restaurants, and playing volleyball.

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Opinion Party (Vol 3): Summer Beach Reads
This article is from the third volume of "Opinion Party" from BAV Group, a collection of points of view that focused on embracing the unknown, trusting ourselves and others, and ultimately a body of work that helps us all to connect around topics that unite us rather than divide us. Explore this, and the rest of the articles, to see how our authors have taken their unique experiences and written informative and timely pieces on the intersection of brands and belonging in today’s culture.