Despite the growing importance of both destination image and event tourism, a
research gap exists when the two fields are combined. Destination image and event
tourism have been subject to separate research efforts in the tourism field, however
there has been little evidence of research in how events can affect destination image.
The thesis attempts to address the research gap that currently exists by using
Canberra, the National Capital of Australia and two annual events in the Capital -
Stegbar Canberra 400 and Floriade 2002 as case studies.
The thesis illustrates the importance of destination image in regard to the destination
selection process, the meaning and measurement of image and the growing interest
in event tourism. Several studies have illustrated that destination images do influence
tourists' behaviour and subsequently decision making (Hunt 1975). Image, among
other variables can be the deciding factor in choosing one destination over another.
In spite of the importance of this research line, several authors recognise a lack of an
agreed way of conceptualising destination image. A conceptual framework of
destination image was developed by Echtner and Ritchie (1991) which forms the
foundation of the thesis. Although the framework has its flaws, it has been pointed
out that the Echtner and Ritchie Destination Image Framework has been useful in the
assessment of destination images.
Importantly, how events can be used to influence the image of a destination is put
forward. Canberra and its image, being the focus of the study, is discussed in detail
with reference also to Tamworth and Sydney. Although much of the research into
event tourism has focused on the economic benefits that events can provide to a
destination, the effect an event can have on the destination image has not been well
demonstrated.
Research on Canberra has indicated various studies in regard to the perceptions
Australians have of the destination, community attitudes towards Canberra and event
related research, however the effect that events have on Canberra's image has not
been addressed.
The thesis incorporates studies of events to measure the effect that they have on the
image of a destination. The two main studies were conducted in conjunction with the
Centre of Tourism Research (CTR) at the University of Canberra. Two events, held
annually in the National Capital, were the focus of the research - Stegbar Canberra
400 and Floriade 2002. Event attendees at the two events were the target sample
consisting of both locals and interstate visitors to Canberra. Two key questions
related to destination image were added to the existing questionnaires and were the
focus of the research. Primary research commenced in June 2002 and concluded
November 2002.
Destination image responses were derived from both the Stegbar Canberra 400 and
Floriade 2002. Results indicated that event attendees regard the two events as being
very positive in respect to the destination image of Canberra. The Top 15 responses
from both studies also indicate a positive correlation between events and the
destination image of Canberra.
The Top 15 image responses from the events indicated that events do have an
influence on the image of the destination with many event related characteristics
appearing in the Top 15 image responses. This was further emphasised when the
results from the two events were compared to that of 'Australians' Perceptions of
their National Capital' (Richards 2002). General destination images in all three
studies were mentioned however Stegbar Canberra 400 and Floriade 2002 image
responses were more events driven. The Perceptions study illustrated more unique
characteristics of the National Capital along with National attractions. Further, the
image results derived from Stegbar Canberra 400 and Floriade illustrates the notion
of 'multiple' images that a destination may possess.
It is postulated that events have a Life Cycle, and that their influence on destination
image varies according to their life cycle stage. It was found that events that lay in
the introduction stage of the life cycle have more varied image results that are
directly related to the event itself. On the other hand, events that reside in the
maturity stage possess strong images related more to the destination itself as
opposed to the event. These 'older' events become synonymous with the destination
and therefore images are associated with the destination.
In conclusion, the research has illustrated that events do have an impact on the
image or images of a destination. In this case, the image of Canberra was subject to
influence from both Stegbar Canberra 400 and Floriade 2002 event attendees.
| Identifer | oai:union.ndltd.org:ADTP/219551 |
| Date | January 2003 |
| Creators | Simoncini, Marina, n/a |
| Publisher | University of Canberra. Business and Goverment |
| Source Sets | Australiasian Digital Theses Program |
| Language | English |
| Detected Language | English |
| Rights | ), Copyright Marina Simoncini |
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