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Evolution of tourist destination image definition

Hunt (1975) Perceptions held by potential visitors about an area  
Lawson and Baud-Bovy (1977)   An expression of knowledge, impressions, prejudice, imaginations and emotional thoughts an individual has of a specific object or place
Crompton (1979)   Sum of beliefs, ideas and impressions that a person has of a destination  
Stringer (1984)   A reflection or representation of sensory or conceptual information
Dichter (1985) Overall impression with some emotional content
Phelps (1986) Perceptions or impressions of a place
Frigden (1987)   A mental representation of an object, person, place or event which is not physically before the observer
Ahmed (1991)     What tourists as buyers ‘see’ and ‘feel’ when the destination or its attractions come to mind as a place suited for the pursuit of leisure
Gartner (1993)     A complex combination of various products and associated attributes
Kotler (1994)   Net result of a person’s belief, ideas, feelings, expectations and impressions about a place or an object
Baloglo and McLeary (1999)   An attitudinal construct consisting of an individual’s mental representations of knowledge, feelings and global impression about an object or destination
Tapachai and Waryszak (2000)   A mental prototype

Image formation agents:

(1) The traditional forms of advertising through television, radio and brochures

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(2) Material received through travel agents, tour operators and wholesalers

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(3) Supporting or recommendaition of well known celebrities

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(4) Unsponsored travel writing

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(5) Movies, news articles and documentaries

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(6) Individuals who have previously visited a destination or who claim to be knowledgeable about the destination

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(6) Word-of-mouth advertising

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(7) The experience of having personally visited the destination

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Components of destination image and sample research procedures


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Destination brand

 
 


Destination brand – Key points:

 

A destination brand is the place’s competitive identity. It makes the destination distinctive and differentiates it from all others.

 

• A destination brand refers to the enduring essence, or core characteristics, of the destination, which comprise its personality and make it distinctive and different from all its competitors.

 

• A destination brand exists in the eyes of the beholder: it is a dynamic relationship between the destination and how it is perceived by potential customers and visitors.

 

• A destination brand is the fundamental building block from which all marketing communications and behaviour should flow.

 

• To be truly effective, there must be harmony between the perceptions of both visitors and residents regarding the destination brand, in terms of the destination’s key assets and the way in which it is presented in marketing communications.

 


Date: 2016-03-03; view: 896


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