6 Destination Image Flashcards
TDI: stereotypes
Most well known tourist country and destinations rely on the stereotyped that builded up over the years.
as long as they remain positive, promotional bodies will seek to support such images in their advertising
Destination branding (DB) challenges
Variety of brands: Management of local, regional and national geographical brands and business brands that perform in these geographical areas
Huge range of attributes: DB mixes a huge range of tangible and intangible attributes of a geographic place
Involvement of stakeholders: DB has o involve destination stakeholders in the process of branding. what are the influences of then brand on stakeholder and vive versa?
DB Definition
name, symbol, logo, word or other graphic that both identifies and differentiates the destination
selecting a consistent element mix to personalized and distinguish it through positive image building.
DB benefits
branding helps to reduce the choice
helps reducing impact of intangibility
create consistence
reduce the risk factors attached to decision making about holiday
facilitate precise segmentation
helps to provide a focus for integration of producer effects
TDI definition
impression that e person hold about a destination (or state) in which do not live.
destination managers shall not only focus on destination physical properties. but also approach emotions and feeling of guests and potential visitors
TDI importance
strong influence on guest evaluation and decision making process.
necessary to develop a positive image in target market to achieve a real competitive advantage.
TDI influence perception, behavior and destination choice
4 features of TDI
Complex: allows more than one interpretation
multiple: consists of attribute - based or holistic and static and dynamic formation process
Relativistic: subjective and comparative (you rate different when you are beginner or expert)
Dynamic: not static-> change over time.
Formation of TDI
Rational dimension: the knowledge, perceptions and beliefs that visitors have about a destination.
Emotional dimension: visitors feeling about the destination
2 components of destination image
induced: crated through info received from external sources, including destination advertising and promotion
organic: created by individual experiences
Components of destination images: Enchanter and Ritchie innovative framework
common (characteristic most destination ca be compared: prices) vs. unique (unique aspect only provided there)
attributes (culture, nature) vs. holistic (insieme, interdipentenza dei singoli fattori) (aura, feelings)
Functional characteristics (measurable: prices, attractions vs. psychological characteristics (cannot be measured: atmosphere)
TDI Dimension and main Attributes
NATURAL RESOURCES water, lakes. mountains
GENERAL INFRASTRUCTURE transport facilities, health services
TOURIST INFRASTRUCTURE accommodation, restaurants
TOURIST LEISURE AND RECREATION sport, water parks
CULTURE, HISTORY AND ARTS museums, historical buildings
NATURAL ENVIRONMENT cleanliness, air, pollution
SOCIAL ENVIRONMENT friendliness
ATMOSPHERE OF THE PLACE relaxing, exotic
POLITICAL / ECONOMIC FACTORS safety, stability
