Modelling information use,image, and perceived risk with intentions to travel to East Asia

This research empirically tested a tourism behaviour model explaining tourists' intentions to vacation for the first time in selected countries extending image research by Baloglu and McCleary [(1999). U.S. international pleasure travelers’ images of four Mediterranean destinations: A comparison of visitors and nonvisitors. Journal of Travel Research, 38(2), 144–152; A model of destination image formation. Annals of Tourism Research, 26(4), 868–897] and more recently Kaplanidou and Vogt [(2007). The interrelationship between sport event and destination image and sport tourists’ behaviors. Journal of Sport & Tourism, 12(3–4), 183–206]. Key factors that remain untested in modelling international travel propensity were identified as: information sources, cognitive and affective destination image, and perceived risk. On-site surveys were conducted in two US metropolitan areas with a purposive convenience sample. Data were analysed with structural equation modelling for three destination countries (China, Japan, and South Korea) so that positioning strategies were illustrated through empirical evidence. Modelling results supported previous research showing that stronger positive cognitive and affective destination images and lower perceived risks for vacationing in a destination positively influenced intentions to travel to the countries of interest. Of greater interest are findings on information usage influencing cognitively held images, particularly cultural experiences, but information use was found not to directly influence the affective component of image. Intent to travel to each of the three countries was heightened by different factors – for China it was affective image, for Japan cognitive image, and South Korea a reduction in perceived risks. Destination marketers can use this model to understand the use of information sources, in general or specific types, to influence cognitive images held and perceived risks associated with a foreign country, and to ultimately modify affective image and intent to visit a destination for the potential first-time visitors.     

Towards a Framework for Food Tourism as an Element of Destination Marketing

Local and regional food holds great potential to contribute to sustainable competitiveness in a destination. An analysis of the literature and promotional material of South African and key international destinations, however, indicate that the contribution of food to sustainable tourism and the marketing of destinations has received very little attention globally, as well as in South Africa. A framework and guidelines for developing and implementing food tourism could enable destination marketers and entrepreneurs to optimise the tourism potential of local and regional food. To this end a food tourism destination-marketing framework was conceptualised, which was based on the findings of a South African situation analysis and international trends and best practices. The South African situation analysis entailed an empirical investigation among regional and provincial destination marketing organisations to determine the current status and future potential and food tourism initiatives as a key component of destination marketing in South Africa. To support the food tourism destination marketing framework, two key tools were developed, namely TOURPAT (a tourism and culinary atlas linked to a geospatial database) and PAT (a product potential and attractiveness tool). The framework and tools were tested in a South African destination and provided the stakeholders with mechanisms to develop and implement food tourism. This paper outlines the key components and an evaluation of the framework and tools that have been developed. Guidelines and recommendations for the development, packaging and marketing of local and regional foods are postulated. Proposals for future research are also outlined.     

Understanding and measuring tourist destination images

A destination image is ‘the expression of all objective knowledge, impressions, prejudice, imaginations, and emotional thoughts an individual or group might have of a particular place’ (Lawson and Baud Bovy, 1977 ). Destination images influence a tourist's travel decision-making, cognition and behaviour at a destination as well as satisfaction levels and recollection of the experience. This paper looks at the concept of tourist destination images and how destination image research has been approached from different academic disciplines and by practitioners such as tourism marketers. In particular, different techniques for the measurement of a tourist's destination images are reviewed and the dominance of structured, word-based approaches is highlighted. This paper adds to previous work that has listed the main attributes used in image studies by including recent studies, many of which are Australian. In the paper it is argued that to provide valid image research, a preliminary phase of qualitative research is important in order to distil the constructs relevant to the population being studied. Construct elicitation techniques, such as free-elicitation, interactive interviews and focus group interviews, are discussed along with new techniques that include the visual aspect of image, such as photo-elicitation. Copyright © 1999 John Wiley & Sons, Ltd.     

Is tourism just another staple? A new perspective on tourism in remote regions

According to recent research, countries may have a positive image from a tourism perspective, but they may be seen as lacking from an economic or political viewpoint. As governments and destination management organisations spend large sums of money in promoting tourist attractions, the question of whether these activities also influence other aspects of a country's image becomes relevant. The objective of the research is to determine the effect of tourism promotions on the image of the country and that of the destination as two separate concepts, in the case of Israel, a country subject to continuous conflicts. A 2?×?2 quasi-experimental design is utilised to investigate the influence of tourism promotional brochures. Additionally, a comparative perspective is used to determine whether people from diverse countries and backgrounds may be affected differently by the same information. The findings confirm that tourism brochures influence not only the image of the destination, but also that of the country. These effects are found to be different for respondents from the two different countries compared. The article focuses on understanding how tourism communication strategies may also be used to improve the image of a country, with potential benefits for international marketing and international relations.     

Regional destination image perception of tourists within a winescape context

This study's purpose is to conceptualise a wine regional destination's perceived image, in the process integrating multiple theories such as servicescape, place-based and destination choice. The research (n?=?334 respondents) outlines the conceptualisation of a wine region destination's image in the form of a winescape framework as perceived by visitors. The winescape construct is identified within a framework of eight dimensions for a well-known US wine region. The most important winescape dimension is the natural beauty/geographical setting. The first-time and repeat visit dynamic impacts upon visitors' wine tourism behaviour and perception of the region's winescape. For in-state and out-of-state-based visitors there are pronounced differences in their perception of the region's winescape dimensions. Increasing distance from the destination region is pivotal in the perception of the winescape dimensions. The decision to engage in wine tourism is seemingly impulsive from a timing viewpoint, and the motivations guiding the visitors' behaviour are mainly of a hedonic nature.     

Enhancing destination image through travel website information

Effects of a travel website on tourists' destination images were examined. The relationship between information search using websites and destination image was studied. In addition, the validity of experimental design as a method for examining destination image was explored. A static‐group comparison design was conducted using two sets of students as experimental and control groups. A travel website search was the stimuli for the experimental group. Results revealed that exposure to a travel website significantly affected the majority of cognitive and overall destination images. Additionally, experimental design was shown to be an effective method in measuring changes in destination image. Copyright © 2010 John Wiley & Sons, Ltd.     

Tourists’ destination image: an exploratory study of alternative tourism in Palestine

This study aims to understand how alternative tourism can contribute to the destination image of Palestine, given its negative image in the media. It proposes a framework for various destination image aspects and applies this framework in the context of alternative tourism in Palestine. It seeks to explore the key image formation factors, the perceived images of Palestine, and the post-visit behaviours of tourists who had engaged in alternative tourism in Palestine. This research contributes in fulfilling intriguing gaps in the Palestinian destination’s image literature, as well as the alternative tourism field that has emerged manifestly in Palestine. This study is exploratory in nature applying qualitative methodology by using open-ended questions in email interviews, and the interviews were analysed using thematic analysis. The empirical results proved that tourists who had visited Palestine and engaged in alternative tourism, had positive destination images, opposite to the ones portrayed in the media that show Palestine as a dangerous place to visit. Finally, this research provides academic and managerial implications.     

The influence of a film on destination image and the desire to travel: a cross‐cultural comparison

The objective of this study was to measure the immediate impacts of a film on the perceptions of viewers from different countries. The film chosen for this experiment was the Motorcycle Diaries in which South America was featured prominently in the film. Using established scales from the tourism and marketing literature, viewers from the USA, Canada and Spain were surveyed before and after seeing the film, and results showed that the film did change the viewers' perceptions of South America. After watching the film, a large percentage of the respondents expressed a desire to visit the countries seen in the film, with Canadians showing a significantly higher desire to visit South America than the US and Spanish participants. Those who were motivated to travel by the film were especially influenced by the scenery, landscape and the cultural attractions of the destination as depicted in the movie. Copyright © 2010 John Wiley & Sons, Ltd.     

Location-based services and tourism: possible implications for destination

Location-based services (LBS) are applications that concern all services linked to geographical location. This concept is based on the localisation of people, services, amenities and all attractions linked to a tourism destination. With the development of mobile communication, LBS have become a new means of communication and promotion. This recent development is not still wholly expressed and may be a new means to promote and live the tourism experience, either before or during the experience itself. In tourism, LBS can help in finding new way to promote all tourism services. Moreover, LBS also lead the concept of augmented reality, which is the overlapping of information levels. However, LBS may also be used as substitute good of tourism and, therefore, LBS may even be considered as a threat for the tourism industry. The whole tourism experience may be enhanced or obstacle by LBS. This paper investigates first of all what LBS are and how they can affect business in general (and tourism destination in particular). Second, we would like to investigate how LBS may be useful for all tourism services, particularly in promoting and suggesting any kind of local services. Finally some conclusions are drawn.     

Determinants of attractiveness for a seniors-friendly destination: a hierarchical approach

This study explored the factors that determine the tourism attractiveness of a seniors-friendly destination drawing upon an expert panel. A list of 20 destination-specific attributes was generated through a literature review and was then classified, using the ‘4 As’ of tourism destination management practice: Attractions, Access, Amenities, and Ancillary Services. The results identified the essential components of a seniors-friendly tourism destination as barrier-free public transportation facilities, barrier-free accommodation facilities, variety of seniors-only accommodation options, barrier-free facilities along customized travel routes, and variety of public transport options. While accessibility and amenities constitute important and/or essential experiential components in a seniors-friendly destination, complementary services and tourism resources also contribute to tourism attractiveness. It is concluded that the ability of a destination to accommodate the special needs of senior travellers could be further enhanced by extending the availability and variety of both lodging- and transport-related barrier-free facilities and services. From a scholarly perspective, the study reinforces the need to address the desire amongst seniors in general for a sense of freedom and mobility, and the reality that a substantial subgroup have needs that merit special provision.     

Evaluating the effectiveness of destination marketing organisations' websites: evidence from China

Despite the extensive use of the Internet as a marketing tool by Chinese destination marketing organisations (DMOs), few studies have been conducted to measure the effectiveness of Chinese DMOs' websites. This study attempted to fill the gap by constructing a conceptual website evaluation model consisting of five dimensions of information, communication, transaction, relationship and technical merit. The proposed framework was tested to evaluate the effectiveness of each of the dimensions of 31 Chinese Provincial Tourism Administrations' (PTAs) websites. The results indicated that overall, the PTAs in China were not using their websites effectively. Among the five dimensions, transaction and relationship dimensions were the weakest areas of Chinese PTAs' websites. Great variation exists in the website effectiveness among different provinces. Suggestions and implications were provided and discussed. Copyright © 2010 John Wiley & Sons, Ltd.     

The perceived destination image of Hong Kong on Ctrip.com

This study examines the perceived destination image of Hong Kong among visitors from mainland China, as revealed on the travel blog of Ctrip.com. Textual analysis and the overall evaluation scores of 2247 blog entries indicate that this image is positive in all aspects among these visitors. They are particularly impressed by the shopping experience, as both product quality and prices are considered competitive in Hong Kong. These visitors also evaluate overall food quality highly, although the high price of food and accommodation leads to the perception that Hong Kong is an expensive tourist destination. Managerial implications are discussed. Copyright © 2010 John Wiley & Sons, Ltd.     

International tourists' perceptions of Myanmar as a tourist destination in the crisis: A comparative study among three continents

Myanmar has emerged as a popular tourist destination following its recent political transformation, with the Travel and Tourism sector contributing significantly to the country's GDP. However, the outbreak of the COVID-19 pandemic posed numerous challenges for the global tourism industry and Myanmar, including travel restrictions, border closures, and health concerns. This study examines the levels of satisfaction and inconvenience experienced by tourists from Asia, Europe, and America who visited Myanmar during the early stages of the pandemic. A sample of 202 tourists was collected from Yangon and Myeik, two prominent tourist destinations in Myanmar. Various statistical tests were employed to analyze international tourists' perceptions of Myanmar tourism. The findings revealed that tourists from all three regions expressed satisfaction with the natural scenery, historical sites and architectural design, and traditional costumes offered by Myanmar. The implications of the study are discussed.     

Film tourism: celebrity involvement,celebrity worship and destination image

Film tourism is a growing phenomenon worldwide. Previous studies have attempted to examine the relationship between celebrity involvement and destination image in film tourism, though the mechanism underlying this relationship remains a black box. The purpose of this research is to examine the relationship between celebrity involvement and destination image, and to clarify the role of celebrity worship for film tourists. A quantitative method is adopted to examine the hypotheses, and by applying multiple regression analysis. Questionnaire data from 390 Taiwanese purposeful film tourists indicate that celebrity involvement is positively related to destination image. Furthermore, celebrity worship mediates the relationship between celebrity involvement and destination image. The findings contribute to understanding this specific type of film tourist, and especially the role of celebrity in their image, motivations and decision. Research implications suggest that celebrity and film can be an effective promotional tool to induce these specific film tourists.     

Exploring the multi-dimensionality of travellers' culinary-gastronomic experiences

This study explores the multifarious nature of food-related experiences on a destination. A questionnaire was designed to capture the importance of culinary experiences on destination choice and travel satisfaction as well as the dimensionality of food experiences as perceived in destination restaurants. Fixed choice and open-ended questions were asked to explore the dynamics of travellers' food experiences. First, the findings validate the importance of understanding the relationship between food and tourism. Food may trigger destination choice and contribute to perceived satisfaction. Second, the findings illustrate that the structure of travellers' food-related experiences consists of three dimensions: what is served, the restaurant environment and food-related behaviour. Third, the findings suggest that food experiences include a dynamic aspect that prolongs lived experiences. In essence, the results imply that although not all travellers search for culinary-gastronomic experiences, each traveller is most likely exposed to the influence of food and food experiences. Moreover, travellers' food experiences are multi-dimensional and influential on many levels and they hold a dynamic characteristic that deserve scholars' and marketers' attention. Hence, various marketing activities that attempt to provide travellers with positive, memorable food experiences deserve to be managed on a strategic level as means of destination branding.     

The Formation of a Tourist Destination's Image via Information Sources: the Moderating Effect of Culture

The present study aims to outline the growing importance of culture in the field of tourism. More specifically, it highlights culture as a moderating variable in pre‐visit tourist destination image formation, through the information sources utilized by the tourist in the selection of a holiday destination (that is, travel agencies alone vs. travel agencies together with the Internet). For this purpose primary research used a multicultural sample of 371 tourists from different European countries. The results show that the formation of a destination's pre‐visit image amongst tourists, based on the information sources they use, is moderated by the level of uncertainty‐avoidance of their national cultures. Copyright © 2011 John Wiley & Sons, Ltd.     

The symmetric and asymmetric influences of destination attributes on overall visitor satisfaction

Visitors are impressed by specific destination attributes, which are sometimes the main motivating reasons for the travel selection or sometimes they are just one of the elements of a whole destination experience. This is because tourism and travel products are generally a combination of several different supplier offerings or they are a combination of the natural and artificial attributes of a destination that cannot be fully known before the experience of travel. Moreover, the importance and influence of these attributes on overall visitor satisfaction may differ considerably, depending on the market segments. In recent years, some studies have shown that the influences of destination attributes on overall visitor satisfaction are not symmetric in every case. For the purposes of this study, the symmetric and asymmetric influences of destination attributes are investigated for three major market segments of the Side-Manavgat area, Antalya, Turkey. The results show that the importance and influences of destination attributes may change according to the analysis technique employed and the market segment examined.     

The influence of value perceptions on tourist souvenir purchase decisions

Shopping is an important activity impacting the travel and tourism industry. This research explores the influence of value perceptions on tourists' souvenir purchase decisions. A convenience sample of 380 respondents from a southeastern US university completed a survey regarding value perception towards the destination visited, type of shopping venue, and souvenir purchase intention. Through structural equation modeling, results revealed that functional and social value significantly influenced tourists' purchase intentions. This result provides valuable insight suggesting destination marketers should focus on these two indicators in future planning and promotion strategies. Limitations and directions for future research are provided.     

Destination food image and intention to eat destination foods: a view from Korea

Food image has begun to influence tourist behaviour, so understanding the food image of a destination is important. This study examined the relationships among destination food image, preference, and intention to eat destination foods. A total of 357 tourists in Korea participated in this study. The results of structural equation modelling confirmed empirically that image affected behavioural intention as it applied to food. Cognitive image had a stronger influence than affective image on preferences for destination foods and intention to eat destination foods. In addition, preference for destination foods predicted intention to eat destination foods. This study indicates that the cognitive image of destination foods should be identified and that image strengthened to increase tourists' intentions to eat destination foods. Marketing strategies should appeal to both authenticity and the unique cognitive image of destination foods as well as encourage tourists to experience destination foods and gain internal information.     

The influence of service performance and destination resources on consumer behaviour: a case study of mainland Chinese tourists to Kinmen

This paper draws upon the responses of 603 mainland Chinese tourists in Kinmen and attempts to understand their consumer behavior on the aspects of intentions, preferences, decision‐making process, satisfaction, and willingness to revisit. Variables such as service performance and destination resources that affect visitor's satisfaction are also tested. The findings reflect a ‘myth of mysteriousness’ of mainland Chinese visitors to the destination and suggest that it is essential for the market segmentation to participate in the tourism planning of Kinmen to develop an integrated policy for promotion and marketing, in order to enhance consumers' interest. In addition, this research has implications for tourism planning in Kinmen and provides references for other destinations striving for tourists from mainland China. Copyright © 2008 John Wiley & Sons, Ltd.