In a tourism context, the image potential customers have of a destination is a very important issue. Images play an essential role in destination choice matters and in this regard, as tourism services are intangible, images are said to become even more important than reality. The concepts of destination image and destination marketing and branding are closely interrelated. The ultimate goal of any destination is to influence possible tourists’ travel-related decision making and choice through marketing activities. Although it is not possible to influence all aspects of image formation, tourism marketers try to strategically establish, reinforce and, if necessary, change the image of their destination by communicating a strong destination brand. Hence, image studies are considered to be a vital part of marketing and branding strategies. However, not everyone has the same image of a destination, as image perception changes according to different influences, such as personal, cultural and psychological ones. The purpose of this thesis was primarily to give an overview of destination image theory and its interrelationships to destination marketing and branding. In this respect, the study aimed at finding out in how far a DMO can achieve to develop a marketing strategy that is consistent and somewhat standardised, and yet adapted to the individual market and culture in which it is operated. Furthermore, the study wanted to investigate whether marketing approaches should be changed for people with different images of a country as a destination, or if alternatively a “one-size-fits-all” approach should be employed. In addition to a literature review, a case study made it possible to show how a real organisation handles those questions. The case of the Austrian National Tourist Office ANTO provides a good example of an internationally operating destination marketing organisation that uses market research, and among others also image studies, to adapt its marketing mix and branding approach to the individual markets’ characteristics and the image held of the destination Austria. By means of applying the qualitative method of personal in-depth interviews and thorough analysis, interesting data concerning the topic of destination image and marketing could be collected and compared to the findings from literature. Results indicate that destination image studies are the foundation of successful marketing strategies and that in times of ever-increasing competitiveness, image is one of the few points of differentiation from other tourist destinations. It is necessary to be aware of the fact that customers’ cultural differences have an influence on how different they perceive images. Therefore, DMOs should have a powerful overall strategy which globally leads into one pre-defined direction, but then locally adapt this common strategy to regionally differing cultural specifics. Even though destination brands should be strong and consistent, it is not advisable to communicate the exact same image to all customers.

With the cross-strait interactions become more and more prevalent, Chinese visitors¡¦ traveling to Taiwan has become a important subject. Governments, industries and scholars in Taiwan are all estimating how much this will contribute to the Taiwan economy development. To explore the immense potential tourism market, this research adopts quantitative technical analysis, include the following issues into discussion: (1) the generation of destination images from the perspectives of potential Mainland China travelers to Taiwan; (2) the factors that effect tourists¡¦ impression owing to the history issues and cross-strait relations; (3) the influence of China¡¦s political and social conditions on Taiwan¡¦s tourism image and their cause-effect relations; (4) the destination image effect of Taiwan¡¦s present direct/indirect limitation policy on China tourists.Based on the destination image model by Baloglu & McCleary (1990), the research adopts a student questionnaire survey targeting at potential visitors from Mainland China who have never been to Taiwan. A total number of 671 valid samples are geographically divided into two groups: internal region of China and coastal areas. The two variables are then analyzed with SEM to construct the destination image path model. The result shows that cause-effect relations exist on the mediators of ¡§perception/cognition of destination¡¨, ¡§affective evaluation¡¨ and ¡§overall destination image¡¨. Independent variables of ¡§the significance of information types¡¨ and ¡§tourist motivation¡¨ support the result of the past studies. However, ¡§the amount of information¡¨ on Taiwan¡¦s tourism image presents different result from the past studies, which also modifies the hypothesis of information amount variable in the model developed by Baloglu & McCleary (1990).The result reveals that independent variable of ¡§destination limitation/control¡¨ has obvious cause-effect relation with mediator of ¡§perception/cognition of destination¡¨, which indirectly affects the formation of destination image. The comparison of three construction models formed by the destination image all indicates that the insufficiency of tourist information may lead to the unsupportable obvious cause-effect relation on image development. The independent variable of ¡§internal region of China¡¨ presents better cause-effect relation with ¡§affective evaluation¡¨ mediator while ¡§coastal areas¡¨ shows better relation with ¡§perception/cognition of destination¡¨.

Destination image is an aspect of tourism that requires crisis management (CM) and marketing, because it is vulnerable to crises and media coverage. The literature review identified that potential terrorist attacks and political instability were particularly influential in changing travellers' intentions to visit and perceptions of different destinations. To date, there is no published academic research on the changing images of Indonesia as a result of the prolonged 1997 crises (pre the Bali bombings) and the 2002 and 2005 crises (post the Bali bombings). This study addresses this by examining Indonesia's images from the perspectives of the Indonesian tourist industry and UK residents. This study also addresses gaps identified in the following destination image research areas: image formation, image change and crisis management. The review of current literature revealed that there has been little shift towards a greater use of qualitative or mixed-methods approach for the study of destination image. This research uses a mixed-methods approach to address the limitations that the use of a single, purely quantitative or quantitative approach would impose. Results from the primary research reveal that the images of Indonesia, including the security image is more positive among visitors than non-visitors. The research results suggest that Bali has strong unique images and these have allowed its tourism to continue and survive pre- and post- the crisis period. Furthermore, the results revealed that Indonesia's image has become more complex since 1997, specific factors affected its image during crisis, the critical role of the media in the development of image and tourism demand and why certain crisis management strategies proposed in the tourism literature are not effective. This research contributes to the study of image dimensions, differences, change and formation factors and the use of mixed-methods within a crisis context. The research also contributes within the area of crisis management by suggesting modifications to the current crisis management framework, making it more adaptable in certain contexts and suggests the need for 'knowledge management' and a 'logical incrementalism' approach when developing the CM plan. The implication of the research findings is that mixed-methods approach is compatible and beneficial in destination image research with similar or complementary research objectives.

Many destinations throughout the world have developed events portfolios as a strategic initiative to attract tourists and their associated economic benefits. The ability of events to attract people to a destination for the purpose of attending the event is well documented. However the ability of an event to add value to attract tourists before or after the event is not so clear. In other words, can an events portfolio positively influence the decision to visit a destination at a time when none of the promoted events are scheduled? As a first step towards answering this important question, this study explores the contribution of an events portfolio to a consumer’s perceptions of a destination and how this influences their decision to attend a destination under these circumstances. The proposed study conducts a protocol analysis based on consumer’s decision-making thoughts. Each participant was given a choice between two destinations in India. Participants were asked to ‘think out loud’ as they made the decision to visit one of two possible destinations, one with an events portfolio and the other without. However, their visit does not coincide with the events’ dates. The results suggest four lines of reasoning utilised by prospective tourists in the destination choice process: 1) destination image; 2) the timing of the event with respect the time of visit; 3) tourists’ level of interest in the event; and, 4) events not listed in the events portfolio might be scheduled during the time of the proposed visit. In course of finding lines of reasoning for cross-cultural issues it was found that culture, architecture, English language usage, and food are the major aspects that tourists consider while travelling to Indian destinations. In terms of the events portfolio, there is evidence of a preference for a ‘fit’ between the event and Indian culture.

Many destinations throughout the world have developed events portfolios as a strategic initiative to attract tourists and their associated economic benefits. The ability of events to attract people to a destination for the purpose of attending the event is well documented. However the ability of an event to add value to attract tourists before or after the event is not so clear. In other words, can an events portfolio positively influence the decision to visit a destination at a time when none of the promoted events are scheduled? As a first step towards answering this important question, this study explores the contribution of an events portfolio to a consumer’s perceptions of a destination and how this influences their decision to attend a destination under these circumstances. The proposed study conducts a protocol analysis based on consumer’s decision-making thoughts. Each participant was given a choice between two destinations in India. Participants were asked to ‘think out loud’ as they made the decision to visit one of two possible destinations, one with an events portfolio and the other without. However, their visit does not coincide with the events’ dates. The results suggest four lines of reasoning utilised by prospective tourists in the destination choice process: 1) destination image; 2) the timing of the event with respect the time of visit; 3) tourists’ level of interest in the event; and, 4) events not listed in the events portfolio might be scheduled during the time of the proposed visit. In course of finding lines of reasoning for cross-cultural issues it was found that culture, architecture, English language usage, and food are the major aspects that tourists consider while travelling to Indian destinations. In terms of the events portfolio, there is evidence of a preference for a ‘fit’ between the event and Indian culture.

The success of tourism, at a destination, is often accredited to the strength of its marketing; yet, the marketing environment is changing at a fast pace where developments in digital technology have had a profound effect on marketing strategies. Furthermore, the increased accessibility of long and short haul travel has resulted in greater competition for tourist visits among destinations. Such changes present a challenge for cold water island destinations with a seasonal tourism product and limited resources for destination marketing. The ability of such destinations to adopt target marketing strategies, using meaningful segmentation criterion, is of great importance for their future success. For cold water islands, it is vital that the promotional message resonates with the target audience, as such, an image segmentation is proposed. Although tourist segmentation is well practiced in tourism research, existing studies focus on socio-demographic or behavioural segmentation. Few studies have conducted image based segmentation, thus, this thesis explores the feasibility of image segmentation in cold water island destinations; using the Isles of Scilly as a case study. In this thesis image segmentation is used to develop a typology of visitors to the Isles of Scilly, and the intrinsic relationships between destination image, motivation, behaviour, evaluation and place attachment are also explored. Due to the difficulties in measuring image, a mixed method approach was adopted and a concurrent triangulation design employed. Quantitative data were collected from 500 ii respondents visiting the Isles of Scilly, by means of a face-to-face questionnaire, and a further 15 in-depth interviews formed the qualitative sample. Quantitative data were analysed using Exploratory Factor Analysis and K-means Cluster Analysis, while qualitative data were analysed using Thematic Content Analysis. The findings of this thesis revealed the feasibility of image segmentation, through the creation of a six-fold typology of visitors to the Isles of Scilly. Both theoretical and practical implications were derived from this study. The most significant theoretical contribution of this research is that offered to the understanding of image segmentation, as this is the first study conducted in the context of cold water islands. Theoretical contributions were also made with regard to the intrinsic relationships between destination image and motivation, behaviour, evaluation and place attachment. While findings of this study agreed with those of past research, valuable contributions are also offered. Notably, this study adds to a body of work relating to the relationships between complex image and motivation, on-site behaviour, evaluation and place attachment. Additionally, this study adds to tourism knowledge, where the role of on-site behaviour in the formation of positive image, and the influence of participation in special interest tourism, on the formation of destination image are identified. Furthermore, practical recommendations are provided in relation to marketing of the Isles of Scilly where lucrative image segments are identified. Finally, through the understanding of destination image, this thesis proposes seasonal marketing campaigns and the development of special interest tourism, with a focus on wildlife, in order to successfully promote and develop tourism in the Isles of Scilly.

Due to highly competitive destination markets, destination branding techniques are becoming popular among destination marketers. The destination marketers tend to leverage their destination brand value to other products associated with the destination brand (referred to as brand extension). This thesis investigated how customer-based brand equity for a tourist destination can be transferred to products associated with a destination brand. Specifically, the effect of destination image on preference for products associated with a destination brand was investigated. The relationship between destination image, consisting of a cognitive component and an affective component, and preference for products associated with the destination brand was examined. Also, the relationship between tourists' destination preference and preference for products associated with a destination brand was investigated. Both cognitive image and affective image of destination are positively related with preference for products associated with a destination brand. It is revealed that preference for destination is also positively related to preference for products associated with a destination. / Master of Science

Destination marketing organisations (DMO) är ett fenomen som går att studera utifrån flera aspekter. Vi valde att utgå från DMO positionering och distribution av turismprodukter vilket skapade frågeställningen: Hur förmedlas Norge som en nationell destination? Organisationen är komplex, och detta arbetets syfte är därför att få en ökad förståelse för DMOs arbete utifrån en egenskapad modell, DMOs framställningsprocess av en destination. En deduktiv ansats har används i studien, där teorierna DMO, platsmarkandsföring, kommersialisering samt destination image har behandlats. Dessa teorier har sedan applicerats på ett verkligt fenomen, som i detta fall har varit Norges DMO, Innovasjon Norge.   Arbetets empiriska material har samlats in från en mail intervju med Andreas Ørjasæter Solhaug på Innovasjon Norge. Även en semiotisk bildanalys har genomförts, där bilder i den officiella broschyr Innovasjon Norge publicerat år 2014 till den svenska marknaden studerats. Utifrån semiotik har en bildanalys genomförts med hjälp av ett kodningsschema samt en kodningsmanual som skapats. De värden Innovasjon Norge önskar att platsmarknadsföra och kommersialisera ut, har jämförts med de värden som faktiskt kommersialiseras ut till den svenska marknaden. Utifrån detta har sedan en slutsats dragits kring vilka indikationer som finns för den destination image potentiella besökare i Sverige har inför Norge. Då det i huvudsak är natur och aktiveter kopplade till naturen som kommersialiseras ut, visar detta en indikation på att de svenska besökarna också ser Norge som en destination som främst har naturupplevelser av olika slag att erbjuda.

Doctor of Philosophy / Department of Hospitality Management and Dietetics / Deborah Canter and Junehee Kwon / Thailand is one of the world’s most popular tourist destinations. However, it has not been successful in capturing and sustaining the U.S. travel market, one of the world’s top source markets by international tourism expenditure. The destination image (DI) is a key factor that affects destination selection, but there has been limited research exploring U.S. travelers’ DI of Thailand. Therefore, the purpose of this research was to measure U.S. travelers’ DI of Thailand and identify important attributes for U.S. travelers in terms of destination selection using mixed methods of qualitative and quantitative approaches. To explore American travelers’ DI of Thailand, personal interviews with 56 U.S. travelers were conducted at Suvarnabhumi Airport in Thailand. Maximum variation purposeful sampling was used to ensure diversity of the sample. One interviewer and a verifier ensured consistent and credible data collection and analyses. Data analyses included inductive, deductive and cross-case analyses. “Friendly People,” “Beaches and Islands,” and “Amazing” described Thailand's DI. First-time visitors had tourist attraction and activity-based images, while repeat visitors rated people and culture-related experience as top reasons for destination selection. Results from the qualitative study were used to identify common and unique attributes for the quantitative survey instrument. To access general perception of Thailand’s DI among U.S. travelers, an online survey was conducted with 522 international travelers including non-visitors (n=173), virtual-visitors (n=175) and visitors to Thailand (n=174). Descriptive statistics, ANOVA, and factor analyses were conducted. Of five factors that solidified the DI of Thailand, cultural attributes and local experiences represented Thailand’s DI the most. DIs were different among different types of visitors. Importance-Performance Analysis illustrated Thailand’s destination attributes and their importance for destination selection. For U.S. travelers, travel environment was the most important factor but had low performance. Thailand tourism organizations may use these findings for future marketing efforts toward the U.S. travel market.

<p>The purpose of this study is to explore how attending a blues music festival can influence an attendees image of the destination, the image of the festival and their intention to return. Predicting attendee behavior intentions have been a constant focus of academics and festival organizers. It has been shown that the festival environment (venue and facilities) are influential, that positive interactions with festival staff and vendors affect attendee satisfaction and depending on the study the aspect surrounding the musical performance can influence future behavior. This study has incorporated an area previously found to be important to attendee satisfaction but so far has not been studied with the other aspects of how a festival performs. This study investigated the influence of those four factors (venue, services, core product and safety) on attendees’ perception of their satisfaction with the festival and the subsequent influence on their image of the destination and festival. </p>