The comparison of secondary and primary tourism destination image : serving as a bridge between expectation and experience and guiding effective marketing and management strategies
Part of : Tourismos : an international multidiciplinary journal of tourism ; Vol.8, No.1, 2013, pages 53-91
Issue:
Pages:
53-91
Section Title:
Research papers
Author:
Abstract:
The importance of destination image in tourism is undeniable. Both aspects of destination image, secondary and primary, are very important in shaping the overall image. A comparison between them would bridge the tourists’ expectations with experience by revealing the exact deviations from the original perception. According to the scientific literature there are scant researches that compare, directly, these two dimensions of the image, using a representative sample from first time visitors. Such a comparison would enrich the limited empirical research on this specific issue. This paper presents the direct comparison, based on empirical research and on representative sample of British first time visitors to the island of Corfu. The members of the sample where given two questionnaires,(total 752 questionnaires) one at the arrival and the other just before the departure. Both questionnaires were completed by the same person and this is an additional value of the study. The research revealed the pragmatic dimensions, indicated the priorities for marketing and management actions and suggested through this comparison a new kind of image.
Subject (LC):
Keywords:
tourism destination image, secondary or naïve image, primary or reevaluated image, empirical research, marketing and management regional strategies
Notes:
Περιέχει πίνακες και βιβλιογραφία
References (1):
- Ahmed, Z.U. (1996). The Need for the Identification of the Constituents of a Destination’s Tourist Image a Promotional Segmentation Perspective. Revue du Tourisme, Vol. 51, No.2, pp.44-57.Alhemoud, A. & Armstrong, E. (1996). Image of tourism attractions in Kuwait. Journal of Travel Research, Vol. 34(Spring), pp.76-80.Ashworth, Gr. & Goodall, B. (1990). Marketing tourism places. Routledge, Publishing.Baloglu, S. & Brinberg, D. (1997). Affective images of tourism destinations. Journal of Travel Research, Vol. 35 , No.4, pp.11-15.Baloglu, S. & Mangaloglou, M. (2001). Tourism Destination Images of Turkey, Egypt, Greece and Italy as Perceived by US-based Tour Operators and Travel Agents. Tourism Management, Vol. 22, No.1, pp.1-9.Baloglu, S. & McCleary, K.W. (1999). A Model of Destination Image Formation. Annals of Tourism Research, Vol. 26, pp.868-897.Baloglu, S. & McCleary, K.W. (1999). U.S. International Pleasure Travelers’ Images of Four Mediterranean Destinations: A Comparison of Visitors and Nonvisitors. Journal of Travel Research, Vol. 38(November), pp.114-129.Beerli, A. & Martin, J. (2004). Factors influencing destination image. Annals of Tourism Research, Vol. 31, No.3, pp.657-681.Bigne, E., Sanchez, M. & Sanchez, J. (2001). Tourism image, evaluation variables and after purchase behaviour: inter-relationship. Tourism Management, Vol. 22, pp.607-616.Calantone, R.J., Di Benedetto, C.A., Hakam, A. & Bojanic, D.C. (1989). Multiple Multinational Tourism Positioning Using Correspondence analysis. Journal of Travel Research, Vol. 28, No.2, pp.25-32.Chatzigeorgiou, Ch., Christou, Ev., Kassianidis, P. & Sigala, M. (2009). Examining the Relationship between Emotions, Customer Satisfaction and Future Behavioural Intentions in Agrotourism. Tourismos: An International Multidisciplinary Journal of Tourism, Vol. 4, No.4, pp.145-161.Chen, C. & Tsai, D. (2007). How destination image and evaluative factors affect behavioural intentions? Tourism Management, Vol. 28, No.4, pp.1115-1122.Chen, J.S. & Hsu, C.H.C. (2000).Measurement of Korean Tourists’ Perceived Images of Overseas Destinations. Journal of Travel Research, Vol. 38 (May), pp.411-416.Chen, P.J. & Kerstetter, D.L. (1999). International Students’ Image of Rural Pennsylvania as a Travel Destination. Journal of Travel Research, Vol. 37 (February), pp.256-266.Chi, C. & Qu, H. (2007). Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: an integrated approach. Tourism Management, Vol. 29, pp.624-636.Chon, K.S. (1992). Self-image/destination image congruity. Annals of Tourism Research, Vol. 19, No.2, pp.360-363.Chon, K-S. (1992). The Role of Destination Image in Tourism: An Extension. Revue du Tourisme, Vol. 1, pp.2-8.Chon, K-S. (1990). The Role of Destination Image in Tourism: A Review and Discussion. Revue du Tourisme, Vol. 2, pp.2-9.Crompton, J.L. (1979). An Assessment of the Image of Mexico as a Vacation Destination and the Influence of Geographical Location upon the Image. Journal of Travel Research, Vol. 18, No.4, pp.18-23.Dadgostar, B. & Isotalo, R.M. (1995). Content of City Destination Image for Near-Home Tourists. Journal of Hospitality and Leisure Marketing, Vol. 3, No.2, pp.25-34.Dann, G.M.S. (1996). Tourists Images of a Destination: An Alternative Analysis. Journal of Travel and Tourism Marketing, Vol. 5, No.1/2, pp.41-55.Dichter, E. (1985). What is an Image. Journal of Consumer Research, Vol. 13, pp.455-472.Draper, D. & Minca, C. (1997). Image and Destination: A Geographical Approach Applied to Banff National Park Canada. Revue du Tourisme, Vol. 2, pp.14-24.Echtner, C.M. & Ritchie, J.R.B. (1991). The Meaning and Measurement of Destination Image. Journal of Tourism Studies, Vol. 2, No.2, pp.2-12.Echtner, C.M. & Ritchie, J.R.B. (2003). The Meaning and Measurement of Destination Image. Journal of Tourism Studies, Vol. 14, No.1, pp.37-48.Echtner, C.M. & Ritchie, J.R.B. (1993). The Measurement of Destination Image: An Empirical Assessment. Journal of Travel Research, Vol. 31, No.4, pp.3-13.Embacher, J. & Buttle, F. (1989). A Repertory Grid Analysis of Austria’s Image as a Summer Vacation Destination. Journal of Travel Research, Vol. 28, No.3, pp.3-23.Fakeye, P.C. & Crompton, J.L. (1991). Image Differences Between Prospective, First-Time, and Repeat Visitors to the Lower Rio Grande Valley. Journal of Travel Research, Vol. 30, No.2, pp.10-16.Gallarza, M., Saura, I. & Garcia, H. (2002). Destination Image. Towards a Conceptual Framework. Annals of Tourism Research, Vol. 29, No.1, pp.56-78.Gartner, W.C. (1993). Image Formation Process. Journal of Travel and Tourism Marketing, Vol. 2, No.2/3, pp.191-215.Gartner, W.C. (1996). Tourism Development: Principles, Policies, and Policies. New York, Van Nostram Reinhold.Gartner, W.C. & Hunt, J.D. (1987). An Analysis of State Image Change over a Twelve-Year Period (1971–1983). Journal of Travel Research, Vol. 26, No.2, pp.15-19.Goodrich, J.N. (1978). The Relationship Between Preferences for and Perceptions of Vacation Destinations: Application of a Choice Model. Journal of Travel Research, Vol. 17, No.2, pp.8-13.Goodrich, J.N. (1978). A New Approach to Image Analysis through Multidimensional Scaling. Journal of Travel Research, Vol. 17, No.2, pp.2-7.Govers, R., Go, F. & Kumar, K. (2007). Promoting Tourism Destination Image. Journal of Travel Research, Vol. 46, pp.15-23.Gunn, C. (1972). Vacationscape: Designing tourist regions. Austin: Bureau of Business Research, University of Texas.Hunt, J.D. (1971). Image: A Factor in Tourism. Cited in N. Telisman-Kosuta (1989) Tourism Destination Image. In S.F. Witt and L. Moutinho (Eds.) Tourism Marketing and Management Handbook (pp. 557-561), Cambridge: Prentice Hall.Hunt, J.D. (1975). Image as a Factor in Tourism Development. Journal of Travel Research, Vol. 13, No.3, pp.1-7.Hyounggon, K. & Richardson, S.L. (2003). Motion Picture impacts on destination images. Annals of Tourism Research, Vol. 30, No.1, pp.216-237.Jalil, S. (2010). Images of Egypt in United Kingdom Tour Operator’s brochures. Tourismos: An International Multidisciplinary Journal of Tourism, Vol. 5, No.2, pp.179-191.Kamenidou, I., Mamalis, S. & Priporas, C.V. (2009). Measuring Destination Image and Consumer Choice Criteria: the case of Mykonos island. Tourismos: An International Multidisciplinary Journal of Tourism, Vol. 4, No.3 (Spring), pp.67-79Kotler, N., Haider, D.H. & Rein, I. (1994). Mercadotecnia de Localidades. Mexico, Diana.Kozak M. & Tasci, A.D.A. (2005). Perceptions of foreign tourists by local service providers: the case of Fethiye, Turkey. International Journal of Tourism Research, Vol. 7, Issue.4-5, pp.261–277.Lee, C., Lee Y. & Lee, B. (2005). Korea’s destination image formed by the 2002 World Cup. Annals of Tourism Research, Vol. 32, No.4, pp.839-858Litvin, S.W. & Kar, G.H. (2003). Individualism/Collectivism as a Moderating Factor to the Self-Image Congruity Concept. Journal of Vacation Marketing, Vol. 10, No.1, pp.23-32.MacKay, K. & Fesenmaier, D. (1997). Pictorial Element of Destination in Image Formation. Annals of Tourism Research, Vol. 24, pp.537–65.Mansfeld, Y. (1992). From Motivation to Actual Travel. Annals of Tourism Research, Vol. 19, pp.399-419.Mayo, E. & Jarvis, L. (1981). The Psychology of Leisure Travel. Boston, CBI.Mayo, E. (1973). Regional Images and Regional Travel Behaviour, Research for Changing Travel Patterns: Interpretation and Utilisation. Proceedings of the Travel Research Association, fourth Annual Conference, Sun Valley, Idaho, pp.211-218.Meethan, K. (1996). Place, Image and Power: Brighton as Resort. In T. Selwyn (Eds.) The Tourist Image: Myths and Myth Making in Tourism (pp. 180-196), Chichester: Wiley.Parenteau, A. (1995). Marketing Practico del Turismo. Madrid, Sıntesis S.A.Pearce, P.L. (1982). Perceived Changes in Holiday Destinations. Annals of Tourism Research, Vol. 9, pp.145-164.Phelps, A. (1986). Holiday Destination Image: The problem of Assessment. An example developed in Menorca. Tourism Management, Vol. 7, No.3, pp.168-180.Selby, M. & Morgan, N.J. (1996). Reconstruing place image (a case study of its role in destination market research). Tourism Management, Vol. 17, No.4, pp.287-294.Stabler, M.J. (1988). The Image of Destination Regions: Theoretical and Empirical Aspects. In B. Goodall and G. Ashworth (Eds.) Marketing in the Tourism Industry: The Promotion of Destination Regions (pp. 133-161), London: Croom Helm.Sternberg, E. (1997). The Iconography of the Tourism Experience. Annals of Tourism Research, Vol. 24, pp.951–969.Stylidis, D., Terzidou, M. & Terzidis, K. (2008). Islands and Destination Image: the case of Ios. Tourismos: An International Multidisciplinary Journal of Tourism, Vol. 3, No.1, pp.180-199.Tapachai, N. & Waryszak, R. (2000). An Examination of the Role of Beneficial Image in Tourist Destination Selection. Journal of Travel Research, Vol. 39, No.1, pp.37-44.Tasci, A.D. & Gartner, W.C. (2007). Destination Image and its Functional Relationships. Journal of Travel Research, Vol. 45, No.4, pp.413-425.Telisman-Kosuta, N. (1989). Tourist destination image. In S.F. Witt and L. Moutinho (Eds.) Tourism Marketing and Management Handbook Hemel, Hempstead: Prentice Hall.Vitouladiti, Ou. (2000). The necessity for comprehensive application of Marketing in insular regions and special destinations. In Proceedings of the International Scientific Conference: Tourism in insular regions and special destinations. Chios Island.Vitouladiti, Ou. (2003). Sustainable tourism development and destination Marketing. In Proceedings of the International Scientific Conference: Sustainable Tourism Development and Environment. Chios IslandWalmsley, D.J. & Young, M. (1998). Evaluative Images and Tourism: The Use of Personal Constructs to Describe the Structure of Destination Images. Journal of Travel Research, Vol. 36, No.3, pp.65-69.Wang, Y. (2006). Strategic Employee Training and Development in Chinese Luxury Hotels. Tourismos: An International Multidisciplinary Journal of Tourism, Vol. 1, No.1, pp.111-118.
