The Formation Of A Destination Images,

TABLE OF CONTENTS

Abstract ii

Introduction 1

1. Understanding Destination Image 2

1.1 Definition of Image 2

1.2 Components of an Image 3

2. Image Formation 4

2.1 Factors Influencing Image Formation 5

2.2 Types of Images 6

2.3 Internal and External Image 7

3. Measurement of images 8

3.1 Attributes Determining Images 8

4. Examples of Destination Images 10

Bibliography 13

Appendixes 15

Abstract

This paper describes the construct of destination images, and intends to explain why images are vital in destination management. It uses existing literature to compare different definitions for destination image, and provides an overview of different approaches about the formation of an image. Further, the author differentiates between various types of images and demonstrates different components of images. In addition, the factors that influence a destination image are illustrated. Subsequently, the paper underlines the most important methods to measure and estimate the image of a particular destination. Finally, the paper demonstrates a current example of a survey conduced for Austria in which researches attempt to find an appropriate destination image for a special target group.

Destination image Travel Decision-Making Destination Marketing

Introduction

An image is an important factor when choosing a destination. Similar to any other consumer type, each potential traveler holds an individual image towards a tourist destination, influenced through collected information or experiences over time.

This created image вЂ" which might be negative, positive, or based on prejudices or stereotypes вЂ" influences the consumer’s purchasing behavior.

For travel products, however, images play an even more important role, because they are intangible products, and can’t be possessed or tested in advance. Tourism products are “an amorphous mass of experiences which are produced and consumed at the same time” (Cooper et al., 1998). Therefore, destination images are crucial in the decision making process of a potential traveler, when choosing a vacation destination. For that reason, many marketers and tourism experts put high effort and expenses in creating and developing attractive and profitable destination images, in order to place the destination in the traveler’s mind and appeal it to a respective target market.

As some examples show in this paper, it is vital to create a destination image, not only to point out the uniqueness of a destination, but also to give the destination a corporate identity. In order to understand the role and the importance of destination images it is essential to get familiar with different kinds of definitions, and illustrate different kinds of approaches that attempt to explain of what images are made of and how they are formed.

1. Understanding Destination Image

1.1 Definition of Image

Image is a term that has been extensively studied in many different contexts, so there are a great variety of definitions for an image, whereas some are rather broadly described, and some are very product-specific. In this paragraph I will outline some definitions that are very useful and applicable in the context of destination marketing.

Kosslyn (1994) broadly defined a mental image as “the representation of an idea in a person's mind”. A more detailed definition states that “an image is the sum of beliefs, attitudes and impressions, held by a person or group of people towards some phenomenon” (Crompton, 1979). These definitions can be applied to any kind of product, and are not specified for a destination image yet. However, there are some more detailed definitions specifically formulated for destination image.

According to Weaver and Lawton (2006), for instance, destination images are often an “amalgam or a combination of assessments, related to pull factors such as accessibility, attractions, cultural links affordability, stability, and safety”. This means that tourism products are more complex than most other products; they are rather an experience than a tangible item. For that reason, a destination image depends on attribute perceptions rather than the attributes themselves.

A central theory regarding the role of images in destination choice is that of the AIDA (Awareness, Interest, Desire, Action), articulated in the tourism literature by Law (1991) and Getz and Sailor (1993). This theory explains that

before a tourist selects a destination, he must be aware of the destination and have the interest and desire, before action to visit the destination. Interest and desire are then created through the design and delivery of a positive destination image. The action to visit will only occur therefore after a desirable image has been formed in the mind of potential tourists and that image has out-bid all other potential destinations in the individual’s choice set. (Getz and Sailor, 1993)

If a person’s image of a destination is not sufficient to make the choice set, nothing will convince him or her to select the destination.

Additionally, it is important to mention that each person’s image of a good is created individually, and no two people will have the identical image of a destination (Awaritefe, 2004; citing Mayo and Jarvis, 1981) Destination perception thus varies between individuals and between groups, especially when they are from different cultural backgrounds.

1.2 Components of an Image

Just like the variety of approaches trying to