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    Measurements of Destination Image

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    Sumiran Maheshwari
    Measuring a destination's image is important for tourism marketing as it influences tourists' decision making and satisfaction. A destination image consists of objective knowledge, impressions, and emotional thoughts about a place. It is measured using both qualitative and quantitative methods. Qualitative methods include content analysis of guidebooks and interviews to understand holistic impressions. Quantitative methods evaluate attributes using surveys and scales. Destination marketers track image to understand perceptions and design promotional campaigns. Properly measuring image allows destinations to highlight their unique attributes and common impressions.

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    Measurements of Destination Image

    Uploaded by

    Sumiran Maheshwari
    102 views34 pages
    Measuring a destination's image is important for tourism marketing as it influences tourists' decision making and satisfaction. A destination image consists of objective knowledge, impressions, and emotional thoughts about a place. It is measured using both qualitative and quantitative methods. Qualitative methods include content analysis of guidebooks and interviews to understand holistic impressions. Quantitative methods evaluate attributes using surveys and scales. Destination marketers track image to understand perceptions and design promotional campaigns. Properly measuring image allows destinations to highlight their unique attributes and common impressions.

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    Measuring a destination's image is important for tourism marketing as it influences tourists' decision making and satisfaction. A destination image consists of objective knowledge, impressions, and emotional thoughts about a place. It is measured using both qualitative and quantitative methods. Qualitative methods include content analysis of guidebooks and interviews to understand holistic impressions. Quantitative methods evaluate attributes using surveys and scales. Destination marketers track image to understand perceptions and design promotional campaigns. Properly measuring image allows destinations to highlight their unique attributes and common impressions.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    102 views34 pages

    Measurements of Destination Image

    Uploaded by

    Sumiran Maheshwari
    Measuring a destination's image is important for tourism marketing as it influences tourists' decision making and satisfaction. A destination image consists of objective knowledge, impressions, and emotional thoughts about a place. It is measured using both qualitative and quantitative methods. Qualitative methods include content analysis of guidebooks and interviews to understand holistic impressions. Quantitative methods evaluate attributes using surveys and scales. Destination marketers track image to understand perceptions and design promotional campaigns. Properly measuring image allows destinations to highlight their unique attributes and common impressions.

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    “Measurements of

    Destination Image”

    By- Sumiran Maheshwari (IITTM, Noida MBA-TTM)


    What is destination
    image???
    ● A destination image is:

    The Expression of all objective knowledge, Impressions, prejudice,


    imaginations, and emotional thoughts an individual might have of a
    particular place.

    ● Destination image influence a tourist’s travel decision-making,


    cognition and behaviour at a destination as well as satisfaction and
    recollection of the experience.
    Why to Measure A
    destination image??
    Well, here you know it!!
    ● Tourist destination images are important because they influence both the decision
    making behaviour of potential tourists and the levels of satisfaction regarding the
    “tourist experience”.
    ● Marketers are interested in the concept of tourist destination image mainly because it
    relates to decision-making and sales of tourist product and services.
    ● Before purchase, various consumption may take place through imagery.
    ● During consumption, imagery can add value to increase satisfaction.
    ● After consumption, imagery can have a re-constructive role in which person relives the
    experience via memories and vacation souvenirs.
    ● NTO’s track the images held by potential visitors in the international marketplace.

    Such tracking studies and market segmentation analyses are used in the design of their
    promotional campaigns.
    COMPONENTS OF A
    DESTINATION IMAGE
    The framework consist of 3 continuums:
    1) Attribute-Holistic
    2) Functional-Psychological
    3) Common-Unique
    1) “Attribute-Holistic” Continuum
    ➢ Concerned with the nature of human information from the psychological
    fields and consumer behavior.
    ➢ Any product is perceived both in terms of information on individual
    features (attributes) and impressions (holistic).
    ➢ Image of destination include:

    Perceptions of the individual attributes (climate, accommodation facilities,


    hospitable local community)

    Holistic impressions (mental pictures or imagery) of the place.


    Andaman & Nicobar Island - “Emerald
    Blue and You”
    Taj Hotel, Mumbai
    DO YOU STILL REMEMBER??
    (If yes then shout it out loud!!!)
    2) “Functional-Psychological” Continuum

    ➢ Directly Observable or measurable characteristics (functional) and


    individual attributes (psychological) or holistic impressions.

    Attribute Side: Numerous individual perceptions of the destination

    Holistic Side: Functional impression of mental image of the physical


    characteristics of the destination.
    TAJ MAHAL
    3) “Common-Unique” Continuum
    Unique part of destination image (markers or must see sights) considered
    as functional characters.

    Common part of destination image is already expected and considered as


    a psychological characteristics

    Common: Friendly, safety, quality of service expected, fame, etc.

    Unique: Special auras, USP


    Choki dhani, Rajasthan
    HILL STATIONS???
    Methods of Destination
    Image Research
    (Proposed by Echtner and Ritchie, 1991)

    Structured Research

    Semantic defferential Likert scale


    (Proposed by Echtner and Ritchie, 1991)

    Unstructured Research
    Model of Destination
    Image Research
    Content analysis
    -Guidebooks

    -Brochures

    -Photographs

    -Interactive interviews

    -Other various tests


    Free Elicitation
    -Assessments of motivation

    -Describes the targeted stimulus

    -Measure the weakness of destination image

    - Easy to access the “Stereotypical image”

    -Very Spontaneous
    Goa - “A perfect Holiday Destination”
    Triad elicitation
    -Successive presentation of group of 3 elements.

    -Asked to compared the 3 places (in tourism context)

    -And then explain the construct 2 of the places similar but seperate
    from the 3rd one

    -Resulting reason would known as the construct.


    Srinagar
    Photo Elicitation
    -Variation on open ended interviewing guided by images
    (photographs)

    -Individual tourist’s point of view (personal experience)

    -Helped by the triad technique


    Quantitative
    phase
    (Attributes)
    THANKYOU

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