Destination images

A complementary style of nationality-based tourism studies involves the direct assessment of what motivates travellers, how they behave and what they derive from their experiences. Several of these studies are comparative, while others focus on just one nationality group. The comparative studies include work that compares groups on destination image and attitudes, on motivation, on travel patterns, in communication style and on satisfaction levels (Chadee Mattson, 1996 Kozak, 2001 Kozak Neild, 1998 Reisinger Turner, 1999 Richardson Crompton, 1998 Yuan MacDonald, 1990). The nationalities compared are varied and reflect convenience samples rather than systematic research programs. They include Japanese and Americans, British and German, Korean and... 

It would be premature to claim that tourism scholars understand all the elements of this destination imaging and selection process. This chapter will review critically the core themes in the existing literature and will offer some novel organising frameworks and directions for further analysis. 

Table 4.2 Tourism research and destination image definitions from the...

Several necessary observations arise from the presentation of destination image featured in Figure 4.1. The discussion of these issues occupies the remainder of this section. All parts of the figure will be discussed, including the methodologies suited to appraising destination images. 

In the terminology employed in this chapter the destination images realised in Yau and Chan s (1990) study are heavily dependent on the cognitive and implicit behavioural component of attitudes. There are clearly many ready extensions to this kind of work - other samples of travellers from different source markets such as mainland China, Japan or Singapore could be studied. Additionally the effects of a specific marketing campaign, a... 

While Butler points out that the derivation of Scotland s image relies on largely literary texts and political history, Douglas (1997), examining South Pacific tourist destination images, reveals that the use of documentary... 

As depicted in Figure 4.1, the visual and other sensory components of destination image are interwoven with the affective responses to places and destinations. One line of work that has explored the emotional images of places is that of Ward and Russell (1981) and subsequent developments of that work (Russell et ah, 1989). 

In summary, destination image studies are evolving in the tourism literature. Armed with more comprehensive and holistic definitions, the work has begun not just to consider basic ratings of destination attributes but to facilitate a wider coverage of the term with affective and orientation components built on the sensory and particularly visual qualities of places. This development in tourist behaviour research represents a useful precursor to the applied topic of how people choose their travel destinations. 

The greatest emphasis in the tourist behaviour literature has been directed towards a second group of models, broadly referred to as choice set models. These help to specify when price operates in the selection process and also help to articulate the interplay between destination image, psychological profiles of the visitor and destination selection. 

Many of the concepts already discussed in this volume re-appear in Figure 4.7 as contributors to the destination choice process. In particular, the destination images are seen as the result of the destination characteristics, how they are presented and how they are integrated with the social psychological factors such as motives and interests. 

It is time to revisit destination choice research... multi-destination trips represent the choice of a cluster of destinations. On what basis does the traveller compose that cluster Are transportation and access the only considerations or are travellers mentally grouping destinations based on some perceived similarity (all historic sites) or difference (seeking variety) in destination image. (Stewart Vogt, 1997 459)... 

Several conclusions can be drawn from this close examination of tourists perceiving and choosing their destination. It was suggested in the introductory section of this chapter that not all of the elements of destination imaging and selection have been satisfactorily resolved in tourist behaviour research. There are, however, some strong indicators of what is... 

Baloglu, S. and McCleary, K.W. (1999) A model of destination image formation. Annals of Tourism Research 26 (4), 868-97. 

Phelps, A. (1986) Holiday destination image The problem of assessment. Tourism Management 7 (3), 168-180. 

Son, A. (2004) International students and their destination images and travel behaviours. Unpublished doctoral dissertation, James Cook University, Townsville. 

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