Research paperExploring tourists’ images of a distant destination
Introduction
This work aims to evaluate different qualitative techniques as tools to identify tourist image perceptions of distant places. Tourism scholars remind us of the absence of qualitative research on tourist image (Pike, 2002). The lack of exploration and identification of tourist image perception, especially in the early phase of such studies, motivated this work to contribute to gaining new knowledge regarding this topic. Further, to give an empirical example of the relevance of such information, this study aims to analyse tourists from different cultural backgrounds (i.e. various nationalities) and knowledge (i.e. previous visits and other types of information) in terms of image perception of a distant destination. Based on these analyses, the intention is to discuss and suggest potential image characteristics as a foundation for creating a competitive brand image for destinations striving to become successful tourist destinations.
Destinations attempt to build competitive brand images for products, events and destinations (e.g. Park & Petric, 2006). Researchers (e.g. Aaker, 1991; Kapferer, 1997) argue that image is an essential part of powerful brands. The idea of creating a powerful brand is to differentiate the product from competing products (e.g. Lim & O’Cass, 2001), to reduce perceived risks (Berthon, Hulbert, & Pitt, 1999), to lower the marketing costs of the product (e.g. Assael, 1995), and to increase the perceived quality of the product among customers (e.g. Erdem, 1998). The tourism industry is based on people having to leave their hometowns to become a customer and, as such, the traditional “home market” does not exist. The destinations thus have to attract customers from other places, regions, countries, and even from other continents, to visit their community to become successful. The present article focuses on how distant destinations working within competitive environments, can get support in their communication strategies by employing exploratory techniques in acknowledging potential tourists’ image perceptions.
The value of understanding the images people have of destinations is generally recognised, since it affects the individual's subjective perception and subsequent behaviour and destination choice (Chon (1990), Chon (1992); Echtner & Ritchie, 1991; Stabler, 1988). Consumers’ images are considered a crucial part of the product or the brand and the foundation for marketing efforts (Aaker, 1991). For a geographic area to become successful as a tourist destination, it is crucially important to recognise the tourists’ perceived images (Hunt, 1975). Brand names in general help identify the product (Friedman, 1985). Often, the name of the destination, the “place, region, or country”, is used as the brand name, partly to help the customer identify where the destination is located. Brand names generally offer a set of symbols and meanings embodied by products (Levy, 1978). Destination branding is selecting a consistent mix of brand elements to identify and distinguish a destination through positive image building. Branding a destination also includes bringing together two or more products or communities of similar natural or cultural compositions of attractions (Cai, 2002). A brand image is not a brand but a source of its equity and of great importance for the destination image.
Tourism researchers claim that image is a crucial component among individuals in the process of selecting a destination (e.g. Baloglu & McCleary, 1999). Images of products or destinations (i.e. brands) are in addition accepted to differentiate tourist destinations from each other and are an integral and influential part of that traveller's decision process (Baloglu & Brindberg, 1997). By building a strong brand image, companies are able to position their product for a specific target market and to appeal directly to the needs and requirements of these customers (Aaker, 1991). Brand images are described as “networks of knowledge elements stored in long-term memory, and the core of such a network is the brand name which is linked to a number of other knowledge elements and/or associations” (Riezebos, 2003, p. 67).
Despite the acceptance of the advantages in building and keeping a strong and positive brand image, many destinations struggle in their attempts to do so. The reason for this is probably a consequence of the numerous challenges that seem to arise related to this work. First, in selecting the right mix of brand elements to build positive image, customer knowledge must be identified. Next, to recognise and unite a bundle of more or less similar products and product elements, agreements and supportive attitudes from the suppliers are necessary. Further, in choosing the right brand image, some product elements might not be clear and subsequently will not be directly communicated to customers. In addition, for rural areas and distant places, the names might be rather unknown or even be associated with “negative” attributes (e.g. boring, old-fashioned, long distance to travel, bad weather) amongst customers. Often, the reason to pool resources in branding projects is that the individual business or product, or even a destination, are too small in terms of resources and have too few attractions to create a critical mass that would be strong enough for a tourist to associate with a brand name. As such, the lack of financial resources attracts businesses and communities to cooperate. This demonstrates the importance of enabling destination managers to focus and prioritise the right promotional message. A starting point in this work is a fundamental comprehension of the tourists’ images of the destination.
Section snippets
Tourists’ images of destinations
People travel to various places, they consume numerous products during their holiday, and they evaluate, recall and tell others about their experiences. Individuals’ views or images of a particular place or a specific product are unique, constructed from their own memories, associations and imagination of that place or product (Jenkins & McArthur, 1996). In analysing the tourists’ images or perceptions of places, some researchers are focusing on what the components of the images are and how
Method
Many of the destination image studies are based on structured methods (e.g. Likert scale or semantic differential scale). In addition, most studies are performed on site, indicating that the tourists have some sort of experience of the destination. Most often, these studies aim to measure the customers’ opinions of numerous pre-determined attributes. Sometimes, especially in situations where the customers have not visited the destination before or have less knowledge about the destination, they
Findings
The findings are presented in Table 2, Table 3. Some of the associations that were expressed among several of the informants are presented only once. The main reason for this was the intention to recognise the various images. Also, the tables represent selections of the associations in those situations where the informants formulated longer sentences (Table 4).
The three methods revealed differences in terms of what types of images the informants expressed.
Discussions and implication
The findings reveal that different techniques trace different image types amongst potential customers. These findings show the importance of being careful in making conclusions in terms of images when analysing touristic images. Images of a country or a region have many facets and vary in terms of knowledge and attitudes expressed by the informants. This is in line with results from an image study using pictures (photographs) to acknowledge various landscape experiences among tourists (
Conclusion
The findings show that different unstructured methods reveal different outcomes in terms of image associations. Thus, various methods should be used to explore tourists’ types of images of tourist destinations. The findings also reveal that the methods are adequate to explore images of distant and unknown tourist destinations amongst potential tourists. The data showed some differences regarding images amongst informants from different countries. Tourist experience (along with other types of
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