ADHM 141 Lecture Notes - Lecture 13: Social Environment, Natural Environment
22 Jun 2018
School
Department
Course
Professor
Destination image: mental representation of attributes and benefits sought of a product
Mental construct developed by a potential tourist on the basis of a few selected
impressions among the flood of total impressions
○
•
Nature of Destination Image:
Complex- more interpretations
○
Multi-dimensional- multiple factors make up the identity of a destination.
○
Relative- Subjective and comparative
○
Dynamic-
Time: formation of destination image is a process
§
Space: location specific
§
○
•
Process of Perception:
The quantity of information received is distorted by how that information is
perceived.
○
The key word is "perceived" for we buy based not so much upon what information is
actually presented to us, but on how we perceived that information.
○
It is important to consider the factors that influence image formation
○
•
How Destination Images are formed:
Organic Image: result of general exposure to newspaper reports, magazine articles,
movie, television reports, and other specifically non-tourist information
Tends to develop first and there is little that can be done to influence the
formation of an organic image
§
If an organic image is set in an individual's mind, and induced image may be
disregarded in favor of the previously held organic image.
§
○
Induced image: results from tourist directed information such as advertisement and
travel poster
Marketers do seek to induce an image through the production of posters and
advertisements
§
○
•
Components of Destination Image
Attribute based: Sunny, scenic, friendly1.
Holistic: Adventure, laid back2.
Both of these components ^ contain functional (tangible) and psychological
(abstract like relaxed) characteristics
○
Attribute-Holistic: a destination is perceived in both in terms of information
regarding specific feature (climate/ friendliness) and overall sense of the place
(atmosphere of the destination)
○
Functional-Psychological: characteristics that are directly measurable (low price) and
those that are less tangible (generally safe)
These may be individual attributes or overall impressions
§
○
•
Attributes of a destination
Natural resources
○
General infrastructure
○
Tourist infrastructure
○
Tourist leisure and recreation
○
Culture, history, and art
○
Political and economic factors
○
Natural environment
○
Social environment
○
Atmosphere of the place
○
•
How Travelers perceive a Destination
Tourism destinations and services are perceived as bundles of benefits or attributes
○
These benefits must be seen as satisfying felt needs
○
The satisfaction of those felt needs must be important to the travelers
○
Customers buy a bundle of benefits
Package should contain many elements that will aim at satisfying different
needs
§
○
Destination and services are chosen that fit with travelers personal images
Tourists have favorable attitudes to destinations and products that they
perceive to be consistent with their own self- image
Buy product consistent with self-image□
Avoid products inconsistent with the self-image□
Trade up to product that related favorably to group norms of behavior□
Avoid products that show a radical departure from accepted group
norms
□
§
○
•
Marketing Implication
It's important for a destination to take control of the image it wishes to portray
○
Positioning is the process of establishing and maintaining a distinctive place for a
destination in the minds of potential visitors within target markets
○
Effective Marketing Strategies
By determining the extent to which potential visitors perceived that our
destination contains those attributes that consider important.
§
○
•
Destination Branding:
Support the creation of name, symbol, logo, word mark/ graphic: identifies and
differentiates destination
○
Convey the expectations of the memorable travel experience associated with the
destination
○
Consolidate and reinforce the emotional connection between visitor and the
destination
○
Reduce search cost and perceived risks
○
•
PERCEPTION AND DESTINATION CH 12-13
Tuesday, February 21, 2017
12:29 PM
Destination image: mental representation of attributes and benefits sought of a product
Mental construct developed by a potential tourist on the basis of a few selected
impressions among the flood of total impressions
○
•
Nature of Destination Image:
Complex- more interpretations
○
Multi-dimensional- multiple factors make up the identity of a destination.
○
Relative- Subjective and comparative
○
Dynamic-
Time: formation of destination image is a process
§
Space: location specific
§
○
•
Process of Perception:
The quantity of information received is distorted by how that information is
perceived.
○
The key word is "perceived" for we buy based not so much upon what information is
actually presented to us, but on how we perceived that information.
○
It is important to consider the factors that influence image formation
○
•
How Destination Images are formed:
Organic Image: result of general exposure to newspaper reports, magazine articles,
movie, television reports, and other specifically non-tourist information
Tends to develop first and there is little that can be done to influence the
formation of an organic image
§
If an organic image is set in an individual's mind, and induced image may be
disregarded in favor of the previously held organic image.
§
○
Induced image: results from tourist directed information such as advertisement and
travel poster
Marketers do seek to induce an image through the production of posters and
advertisements
§
○
•
Components of Destination Image
Attribute based: Sunny, scenic, friendly1.
Holistic: Adventure, laid back2.
Both of these components ^ contain functional (tangible) and psychological
(abstract like relaxed) characteristics
○
Attribute-Holistic: a destination is perceived in both in terms of information
regarding specific feature (climate/ friendliness) and overall sense of the place
(atmosphere of the destination)
○
Functional-Psychological: characteristics that are directly measurable (low price) and
those that are less tangible (generally safe)
These may be individual attributes or overall impressions
§
○
•
Attributes of a destination
Natural resources
○
General infrastructure
○
Tourist infrastructure
○
Tourist leisure and recreation
○
Culture, history, and art
○
Political and economic factors
○
Natural environment
○
Social environment
○
Atmosphere of the place
○
•
How Travelers perceive a Destination
Tourism destinations and services are perceived as bundles of benefits or attributes
○
These benefits must be seen as satisfying felt needs
○
The satisfaction of those felt needs must be important to the travelers
○
Customers buy a bundle of benefits
Package should contain many elements that will aim at satisfying different
needs
§
○
Destination and services are chosen that fit with travelers personal images
Tourists have favorable attitudes to destinations and products that they
perceive to be consistent with their own self- image
Buy product consistent with self-image□
Avoid products inconsistent with the self-image□
Trade up to product that related favorably to group norms of behavior□
Avoid products that show a radical departure from accepted group
norms
□
§
○
•
Marketing Implication
It's important for a destination to take control of the image it wishes to portray
○
Positioning is the process of establishing and maintaining a distinctive place for a
destination in the minds of potential visitors within target markets
○
Effective Marketing Strategies
By determining the extent to which potential visitors perceived that our
destination contains those attributes that consider important.
§
○
•
Destination Branding:
Support the creation of name, symbol, logo, word mark/ graphic: identifies and
differentiates destination
○
Convey the expectations of the memorable travel experience associated with the
destination
○
Consolidate and reinforce the emotional connection between visitor and the
destination
○
Reduce search cost and perceived risks
○
•
PERCEPTION AND DESTINATION CH 12-13
Tuesday, February 21, 2017
12:29 PM
Destination image: mental representation of attributes and benefits sought of a product
Mental construct developed by a potential tourist on the basis of a few selected
impressions among the flood of total impressions
○
•
Nature of Destination Image:
Complex- more interpretations
○
Multi-dimensional- multiple factors make up the identity of a destination.
○
Relative- Subjective and comparative
○
Dynamic-
Time: formation of destination image is a process
§
Space: location specific
§
○
•
Process of Perception:
The quantity of information received is distorted by how that information is
perceived.
○
The key word is "perceived" for we buy based not so much upon what information is
actually presented to us, but on how we perceived that information.
○
It is important to consider the factors that influence image formation
○
•
How Destination Images are formed:
Organic Image: result of general exposure to newspaper reports, magazine articles,
movie, television reports, and other specifically non-tourist information
Tends to develop first and there is little that can be done to influence the
formation of an organic image
§
If an organic image is set in an individual's mind, and induced image may be
disregarded in favor of the previously held organic image.
§
○
Induced image: results from tourist directed information such as advertisement and
travel poster
Marketers do seek to induce an image through the production of posters and
advertisements
§
○
•
Components of Destination Image
Attribute based: Sunny, scenic, friendly
1.
Holistic: Adventure, laid back
2.
Both of these components ^ contain functional (tangible) and psychological
(abstract like relaxed) characteristics
○
Attribute-Holistic: a destination is perceived in both in terms of information
regarding specific feature (climate/ friendliness) and overall sense of the place
(atmosphere of the destination)
○
Functional-Psychological: characteristics that are directly measurable (low price) and
those that are less tangible (generally safe)
These may be individual attributes or overall impressions
§
○
•
Attributes of a destination
Natural resources
○
General infrastructure
○
Tourist infrastructure
○
Tourist leisure and recreation
○
Culture, history, and art
○
Political and economic factors
○
Natural environment
○
Social environment
○
Atmosphere of the place
○
•
How Travelers perceive a Destination
Tourism destinations and services are perceived as bundles of benefits or attributes
○
These benefits must be seen as satisfying felt needs
○
The satisfaction of those felt needs must be important to the travelers
○
Customers buy a bundle of benefits
Package should contain many elements that will aim at satisfying different
needs
§
○
Destination and services are chosen that fit with travelers personal images
Tourists have favorable attitudes to destinations and products that they
perceive to be consistent with their own self- image
Buy product consistent with self-image□
Avoid products inconsistent with the self-image□
Trade up to product that related favorably to group norms of behavior□
Avoid products that show a radical departure from accepted group
norms
□
§
○
•
Marketing Implication
It's important for a destination to take control of the image it wishes to portray
○
Positioning is the process of establishing and maintaining a distinctive place for a
destination in the minds of potential visitors within target markets
○
Effective Marketing Strategies
By determining the extent to which potential visitors perceived that our
destination contains those attributes that consider important.
§
○
•
Destination Branding:
Support the creation of name, symbol, logo, word mark/ graphic: identifies and
differentiates destination
○
Convey the expectations of the memorable travel experience associated with the
destination
○
Consolidate and reinforce the emotional connection between visitor and the
destination
○
Reduce search cost and perceived risks
○
•
PERCEPTION AND DESTINATION CH 12-13
Tuesday, February 21, 2017 12:29 PM
Document Summary
Destination image: mental representation of attributes and benefits sought of a product. Mental construct developed by a potential tourist on the basis of a few selected impressions among the flood of total impressions. Multi-dimensional- multiple factors make up the identity of a destination. Time: formation of destination image is a process. The quantity of information received is distorted by how that information is perceived. The key word is perceived for we buy based not so much upon what information actually presented to us, but on how we perceived that information. It is important to consider the factors that influence image formation. Organic image: result of general exposure to newspaper reports, magazine articles, movie, television reports, and other specifically non-tourist information. Tends to develop first and there is little that can be done to influence the formation of an organic image.
