The investigation of congruency between the projected and perceived image will be processed in three steps as follows. Despite the revolutionary contribution to destination image by echtner and ritchie 1991, most studies do not have a common consensus on the definition and the most appropriate way of measuring the image of a tourist destination. Many pieces of research have been done to accurately measure image destination of different countries, cities and states around the world. Understanding and measuring tourist destination images. Pdf the meaning and measurement of destination image. Touristic destination image in light of the service. Caib, lin lua acollege of territorial resources and tourism management, anhui normal university, wuhu 241003, p. According to echtner and ritchie 1991, 1993 destination image is comprised of three dimensions. Taking this into account, echtner and ritchie 1993, in their model for measuring the destination image, propose the use of a twophase methodology. Identifying destination image attributes of vietnam perceived by international visitors by conducting an exploratory study with indepth interviews with an interview guideline. Tour guides and destination image evidence from portugal.
Since image is a key factor for selecting a destination, it is very important that managers know which features strengthen the image of a destination and the nature of managerial strategies that should be adopted to increase. The measurement items in destination image scales are mainly related to tourist activities and needs, such as tourist attractions, transportation, accommodation, food, service and travel cost. Destination image is a combination of beliefs, opinions, and impression which people have about a destination and echtner and ritchie 1991. There is a consensus among authors and researchers regarding the importance of the tourism destination image tdi, since it affects an individuals subjective perception and behavior as well as destination choice ashworth and goodall, 1990. Practically, it is notable that the place attributes utilized across those aforementioned studies are largely identical to those used in tourist destination image research e. Destination image researchers have a strong preference for structured methodologies. Congruency between the projected and perceived tourism. This was the first empirical study about the image of alabama as a tourism destination.
Conceptualization by echtner and ritchie 1991 in the whole body of destination image studies, echtner and ritchie 1991, p. Research has shown that there is a clear relationship between a positive image of a destination and positive purchase decisions morgan and pritchard, 1998. In this study, destination image is understood as a complex, multifaceted construct that is the sum of interrelated cognitive perceptions and affective evaluations about a destination, which comprise a total holistic impression. Measuring destination image and consumer choice criteria. Therefore, because of the nature of structured methodologies, the majority of destination image measurement studies have focused on the common, attributebased component of destination image echtner and ritchie, 1993. Driscoll, lawson and niven 1994, its components dann 1996.
A series of openended questions and scale items need to be developed to successfully capture all of the components of destination image. These attributes generally cover two of the four components of a tourist place as described by cooper et al. This importance has led to a growing body of research on the tourism desti. A framework is presented which suggests that to completely measure destination image, several components must be captured.
This study used both cognitive and affective images in addition to qualitative unstructured data to provide a more unique and holistic destination image as suggested by echtner and ritchies 1993 study. Examination of chinese tourists visiting new york city yiying he hospitality and tourism management purdue university, usa and jonathon day hospitality and tourism management purdue university, usa introduction throughout the years, numerous studies have demonstrated that destination image has. Australias image as a holiday destinationperceptions of. Comparing online destination image with conventional image. Destination image has been studied extensively in the topics such as the definition, structure. Russias destination image among american pleasure travelers. In their article the meaning and measurement of destination image 1991. Destination image destination image plays an important role in tourists decisionmaking and subsequent travel behavior e. Moreover, several studies focused on factors influencing tourist. The purpose of this article is to carefully examine the concept of destination image with the. Traditionally, researchers have a tendency to borrow russells 1980 scale to capture.
In addition, this paper proposes a combination of qualitative and quantitative research method to measure. Perspectives from mainland china journal of travel and tourism marketing hanqun song ph. Media discourses and formation of destination images. This study measured russias destination image among us pleasure travelers by the means of a webbased survey. This contribution fits in the range of studies regarding the measurement of the destination image. According to echtner and ritchie 2003, destination image is not only the perceptions of individual destination attributes but also the holistic. Revisiting the destination image construct through a.
Measuring the perceived destination image of vietnam in finland. As more and more areas of the world are developed for tourism, the destination choices available to consumers continue to expand. Zhang perceived image journal destination management a. The importance of the tourist destination s image is universally acknowledged, since it affects the individuals subjective perception and consequent behavior and destination choice chon 1990, 1992. A read is counted each time someone views a publication summary such as the title, abstract, and list of authors, clicks on a figure, or views or downloads the fulltext. Article information, pdf download for the measurement of destination image. Measurement of the image of a tourist destination the measurement of a tourist destination image has been performed by several authors echtner and ritchie, 1991 and 1993. Italys image as a tourism destination in the chinese. A framework is presented which suggests that to completely measure destination image. Italys image as a tourism destination in the chinese leisure. Evidence from portugal alexandra matos pereira university of coimbra, coimbra, portugal tourist guides as frontline professionals, informationgivers, and interpreters act as destination representatives and ambassadors in the eyes of tourists rabotic, 2010.
According to the world tourism organization unwto, 2009, in 2008, the number of international. Importance of destination marketing on image and familiarity. China b purdue tourism and hospitality research center, school of hospitality and tourism management, purdue university, usa highlights a total of 66 independent studies were. To make the definition of the destination image less abstract, echtner and ritchie 1994 conceptualize the destination image construct by distinguishing the two distinct dimensions of a destination image. The meaning and measurement of destination image researchgate. Origins, developments and implications issn 16957121 the importance of tourism tourism has become one of the most important sectors of the global economy ferreira, rial and varela, 2009.
The meaning and measurement of destination image citeseerx. A metaanalysis hongmei zhanga, xiaoxiao fub, liping a. Destination image measurement destination image measurement is a methodology adopted for qualitative and. They argued that domestic tourists are pushed by different needs to travel and pulled by different attributes of the destination bian, 2003. Pdf download for the measurement of destination image. The methodology proposed by echtner and ritchie 1993.
The importance of the tourist destinations image is universally acknowledged, since it affects the individuals subjective perception and consequent behavior and destination choice chon 1990, 1992. The unprecedented growth in the tourism industry during the. The measurement of destination image journal of travel research. Due to its great significance to both destinations and tourists, the concept of destination image has been of great interests since 1970s. An exploratory study of residents perception of place image. After that, echtner and ritchie 1991, 1993 suggested that destination image construction consists of three dimensions. A common agreement among diverse researchers is that both affective and cognitive tourist evaluations are coincident elements for tourists image formation. Brent ritchie introduction the unprecedented growth in the tourism industry during the last fifty years has created major challenges in tourism marketing. The purpose of this article is to carefully examine the concept of destination image with the goal of designing more appropriate and rigorous techniques for its measurement.
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