Tourists image formation processes 19'02'08 AT

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Tourists image formation processes19.02.08 / AT

• Image formation among tourists
• destination choice image,
• what is a destination image,
• how is it formed, how is it used
• How to meassure image
• awareness/favourability
• semantic differentials
• qualitative interviews
• Image formation assignment

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Source Echtner Ritchie (1991) p.6.
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(Gartner 1993 p.210)
Source Gartner (1993) p.210.  
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People make sense of places through

• Planned intervention
• product offers, marketing
• Their own others use of place
• personal experience hearsay
• Place representation
• films, novels, media reports

(Kavaratzis Ashworth 2005)
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People make sense of place through

• ..its history that gives a destination its
  colourful past in which a sense of place is
  created (Durie et al. 2005 p.44)
• architecture, literature, food, landscape, music,
  film
• visitors learn to read Scotland afresh in ways
  that resonate with their own times (ibid. p.48)
• authenticity vs. accuracy

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A cultural image model (Therkelsen 2003)
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Network of cultural images an example
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Cultural images shortcut to positioning

• useing the cliché as a hook on which to hang
  more detail (Morgan Pritchard, 2001, p.275).
• avoid cognitive dissonance (Gartner 1993)
  exploit existing images, not total revolution
  (Smith 2005)

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How to measure image familiarity-favourability
measurements

• Familiarity
• Never heard of
• Heard of a little bit
• Know a little amount
• Know a fair amount
• Know very well

• Favourability
• Very unfavourable
• Somewhat unfavourable
• Indifferent
• Somewhat favourable
• Very favourable

(Kotler et al 1999)
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How to measure image semantic differentials
The image of Copenhagen
(Kotler et al. 1999)
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How to measure image Qualitative interviews
(Sayre 2001)
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Further readings

• Kotler et al (1999) Marketing Places Europe
  Harlow Prentice Hall
• Sayre S. (2001) Qualitative methods for
  marketplace research. Thousand Oaks Sage.
• Smith A. (2005). Reimaging the city. The value of
  sport initiatives. Annals of Tourism Research .
  32. 1. pp.217-236.