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.     

Testing the impact of a promotional video on destination image change: application of China as a tourism destination

This study empirically examines the potential effects of a promotional video on the image change of China as a travel destination. The analysis is based on an experimental study conducted among young, international short‐term employees in the USA. Despite positive changes in almost all the destination attributes as a result of watching the promotional video, the structure of the image constructs remains fairly stable, providing critical insights on the potential role of publicity campaigns in affecting destination images. Results of the study reveal that China's image consists of mixed and often contrasting representations, especially the polarity of modernisation and progress versus nature and history. It was found that the dominant factor affecting the respondents' behavioural intentions was the cultural and nature tourism dimension. Although other image dimensions exhibit influence as well, findings of this study suggest that perceived value should be a strategic focus in promoting China as a desirable travel destination, in addition to culture and nature tourism. This paper ends with conclusions and implications for both research on destination image and destination marketing in China. Copyright © 2009 John Wiley & Sons, Ltd.     

The role of destination personality in predicting tourist behaviour: implications for branding mid-sized urban destinations

The purpose of this study was to explore urban tourists' perceptions of the personality of a mid-sized city destination in Greece and to assess the effect of destination personality on the city's overall image and tourists' behavioural intentions. Experience with the destination was taken into account as the sample consisted of three distinct groups of urban tourists: local residents, past visitors of the city and non-visitors. Through a mixed-methods approach, excitement and sincerity were found to be the predominant personality characteristics of the destination across all respondents. Further analyses offered support for the significant role of personality in influencing overall destination image and predicting tourists' intention to (re)visit the city or recommend it to others. Differences among the three groups as well as implications of the findings for branding small or mid-sized urban destinations are also discussed.     

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.     

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.     

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.     

Tourist sustainability of destination as a measure of its development

The traditional understanding of geographical space as a given place is now insufficient. It should be analysed in a wider context of social, cultural, economic and environmental aspects as well as psychological and emotional factors. It signifies that also a tourist destination, which is of geographical character, should be studied as a set of similar factors. In this respect, a given destination is characterized by particular complexity and multi-dimensionality, which generate an ontological question concerning its nature. On the other hand, including the whole complexity of destinations, an epistemological issue concerning the possibility of their cognition remains open. Taking into account these considerations, a research problem related to the nature destinations as well as the possibility of their development has been formulated. The problem is followed by the hypothesis, which assumes that the measure of tourist development of destinations is the achievement of the state of tourist sustainability. Wherein the tourist sustainability is understood as an advantage of benefits gained from tourism over the costs of its development. In the empirical part of the paper, a method for assessment of development of destinations has been presented. This relies on social constructionist foundations and is related to the model of sustainable tourism whose assumptions have been applied as theoretical bases. The method itself was positively tested in an actual environment of five tourist towns and can be treated as a universal tool for measuring the state of tourist sustainability (unsustainability) of different destinations and in consequence, it can constitute a useful device for the management of tourist areas.     

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.     

Adventure tourist destination choice in Tanzania

It is said an adventure is an experience and experience is a part of expectations. Yet as adventure tourists expect unique experiences, certain ingredients of services (degree of satisfaction) affect their deeper needs to become attached to a place. Are such needs developed over time at a new destination? This paper suggests tourist behaviours and preferences towards destination choice change over time. The proposed model suggests that tourists’ expectations and motivation at early stages of planning affect satisfaction and level of perceived constraints, and these further predict place identity and dependence at the end of travel. As much as satisfaction arises from concrete services such as food and transportation services, constrained activities are expected to have a negativeconsequence on expectations and motivations. Since this paper is based on international adventure tourists, typically willing to take on calculated risks during their visits to Tanzania, we expect many of these hypothesised gaps to diminish as tourists become mature and aware of services offered at the destination. To test awareness and familiarity, we add different proxies for maturity (i.e. late stage of stay, repeat visitors and loyalty intentions) and awareness (i.e. tourists with escape motives) of services provided at the specific destination.     

Analysing tourist satisfaction at a mature and multi-product destination

The current study examines the meaning of ‘home’ and ‘away’ among visiting friends and relatives (VFR) tourists, utilising the multidimensional model suggested by Uriely [(2010). ‘Home’ and ‘away’ in VFR tourism. Annals of Tourism Research, 37(3), 857–860] to assess the VFR experience. Despite recent conceptualisations that emphasise the intersection of tourism and everyday life in various ways, as is prominently exemplified in VFR tourism, this empirical investigation provides evidence as to the limitations of this perspective. Specifically, the findings of this study indicate that when staying at friends and relatives, VFR tourists may feel at ‘home’ in terms of familiarity with place, but they also often experience feelings of ‘away’, in the sense of the loss of privacy and the limited situational control involved in this situation. As a result, the study points to the need to understand tourism, in general, and VFR, in particular, as complex phenomena in which elements of both ‘extraordinary’ and ‘everydayness’ coexist. The conclusion also discusses the marketing implications of the study and provides suggestions for future research.     

The lighting dimension of perceived tourist image: the case of Barcelona

ABSTRACT

Perceived tourist image has been studied from different dimensions. However, destination lighting, as a dimension of the perceived tourist image, has so far been unexplored. This research letter analyses illumination of tourist sites as a dimension of the perceived night-time tourist image. Results show that lighting is a relevant issue for image perception, and is related to the image projected by some monuments and tourist attractions. Results show that age and origin are determining factors of this dimension of image perception. Some managerial and research implications are also considered and discussed.     

Synergies in destination image management: a case study and conceptualisation

This paper addresses the question of how operators and destination authorities work within a destination region, illustrating a method by which the problems resulting from different geographical scales and objectives of business units can be tackled through co‐operative marketing within a strong destination image. Following a review of the literature, a case study covering the research underpinning a cooperative marketing programme involving hotels in Port Douglas, Tropical North Queensland (TNQ) is presented. The research methodology is outlined. The policy implications of the findings for the State Tourist Organisation and for organisations involved in destination image management are considered, and a conceptual model of cooperative marketing at the destination level is proposed. Copyright © 2002 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.     

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.     

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.     

Towards a new approach of destination loyalty drivers: satisfaction,visit intensity and tourist motivations

This study explores the linear and non-linear effects of previous experiences in a tourist destination (satisfaction and visit intensity) on the intention to return and to make a positive recommendation to others. We also consider the external drivers or the appeal of the destination as well as individuals' internal drivers as moderating factors in intensity–loyalty and satisfaction–loyalty relations. The analysis conducted on a sample of 687 tourists in a UNESCO World Heritage Site in Spain supports a non-linear effect of satisfaction on the intention to return. Moreover, time intense and expenditure intense visits positively impact the intention to return when the motivation for the trip is internal, yet have a negative effect if tourist motives are external.     

The impact of destination attributes on Muslim tourist's choice

The success of marketing destinations for Muslim tourists could be guided by observing Islamic teachings in tourism activities. This study is a trial to explore which Islamic attributes of destinations could be used a base for tailoring Halal tourist packages. Qualitative data were collected by conducting two focus group discussions and fifty three interviews in Malaysia. Two major aspects are identified which may attract Muslim tourists. Some suggestions are also presented to satisfy Muslim tourists. Copyright © 2010 John Wiley & Sons, Ltd.     

Satisfaction as a determinant of tourist expenditure

The main aim of this study is to analyse the influence of tourist satisfaction with the tourism offering on tourist expenditure in the destination. Quantitative analysis is based on 523 self-administered questionnaires collected from tourists visiting Rijeka and the Opatija Riviera (Croatia) during the summer of 2014. Principal component analysis was conducted on 22 elements of the offering in order to reduce the dimensionality of satisfaction with the tourism offering, resulting in four dimensions of satisfaction. Regression analysis was conducted with the log of daily expenditure as a dependent variable. The results revealed that only one satisfaction dimension (related to the diversity of facilities) out of the four proved to be a significant predictor of tourist expenditure in the destination. The study also confirms that family income, type of accommodation, past behaviour and length of stay significantly influence daily expenditure.     

An exploration of the effects of past experience and tourist involvement on destination loyalty formation

Gaining the loyalty of visitors is one of the main challenges of destinations. Previous studies generally agree that satisfaction is the key driver of tourist loyalty. However, it is necessary to conduct a more thorough study of destination loyalty formation by exploring the role of other variables as direct antecedents of loyalty and as moderators of the satisfaction–loyalty relationship. With this in mind, this study examines the influences of two variables that are especially relevant in the study of consumer behaviour in tourism: past experience and involvement. The results obtained from a sample of 807 tourists visiting a destination in Spain suggest that (1) satisfaction and past experience have a significant influence on loyalty; (2) it is necessary to separately consider the two dimensions of loyalty (i.e. the intention to return to a destination and the intention to recommend it) to understand loyalty formation; and (3) past experience is a quasi-moderator variable as it directly influences tourist loyalty and moderates the satisfaction–loyalty relationship. The findings of this research may help managers make decisions about market segmentation and guide the marketing efforts to gain loyal tourists.     

Emotions in motion: tourist experiences in time and space

Issues of crime in a destination area affect real and perceived visitor safety; away from rare but high profile incidents such as terrorist attacks, visitor security is more likely to be affected by a lesser criminal activity. This paper contributes to our existing understanding of how tourism can be affected by criminal activity by selecting a definable geographical area and investigating the dimensions, scale and nature of visitor-related crime and the perceptions, attitudes and behaviours of visitors in relation to safety issues. The results indicate that, although visitors believed the destination to be a safe one, the statistics indicated that they were more susceptible to crimes of dishonesty, in particular vehicle-related theft, and the times and places they were at risk evidenced different patterns to residents. With visitors accounting for less than 10% of the total population, these differences are not immediately apparent. Visitors are not homogenous and distinct groupings based on perceptions, attitudes and behaviours were found. TheREFore, there is a requirement to examine how crime is impacting on visitors by distinguishing them from the overall crime figures, but measures to protect visitors also have to be tailored to take cognisance of typologies of visitors.