Destination image's role within tourism. What impact does destination image have upon tourism?

6LI006 - Changing face of tourism:
Destination Image

Destination image's role within tourism. What impact does destination image have upon tourism?

Author: Ashley Cummins University: University of Wolverhampton
Student number: 1006583

Abstract:
This paper discusses the role which destination image has to play within tourism. The paper argues the issues in which destination image brings to the tourism subject. Also within the paper, a number of different theories and concepts can be found which discuss why destination image has such an important role within the tourism subject. Within the different theories and concepts, two models can be found which help explain destination image's role within tourism. Finally two case studies have also been developed; these case studies show how destination image can play both a positive and negative role within tourism.

Keywords:
Destination image, Image tourism, experience, imagination.

Discussion paper:
Destination image's role within tourism. What impact does destination image have upon tourism?

Destination image plays a pivotal role on a consumer's choice of holiday destination. A trend which Buck: Hall and tucker (2004) pick up on, stating; "Tourism is an industry based on imagery; its overriding concern is to construct, through multiple representations of paradise and imagery". This therefore shows how tourism may suffer as an industry without having the imagery of destination image as without destination image it takes away the surprise factor of what the tourism industry produces. Doswell, (2000) tells his belief of destination image is; "Feelings, ideas and reactions which the name of a place evokes." From what Doswell tells this shows how destination image may be associated with the feelings and thoughts you have of a certain destination when you hear the name. Tyrell, (2000) suggests destination image is; "A dream you have of how you feel when visiting a destination". This yet again argues that destination image is based upon the thoughts and ideas of a destination you have before visiting that specific destination.
Destination image can bring both positive and negative effects upon a certain destination. This can be seen through analysing two specific tourist destinations. One destination being; Rio de Janeiro, where the authorities are trying to change the negative image which tourists may have on the city. This is because the destination is seen as a city for 'sex tourism' due to images on postcards of women wearing small bikinis on the beaches of Rio. However the government of Rio de Janeiro are now trying to take that image away by banning the sale of postcards with women on the beaches of Rio on the front. This therefore shows that Rio de Janeiro's image is being sold in a negative light. On the other hand however, destination image can be seen to have a positive impact on a destination. This can be seen by analysing Magaluf, where the destination image of a party resort attracts thousands of young tourists a year, which has an extreme positive impact on Majorca's economy.
A number of issues can also be seen when analysing destination image. The issues include; "Images can fade over time, such as if they are intervening visits to similar destinations." (Phelps: Aramberri and Butler, 2005) This shows that if you visit a destination which maybe similar to the pictured destination, this can have a strong impact on the destination image as you may now picture the destination to mirror the similar destination you have visited. Other issues of destination image include; "Perceptions of foreign countries and their inhabitants may be widely inaccurate." (Whynne - Hammond, 1985) This shows an issue which destination image could create as a consumer may have a specific image of a destination in their head but as they actually visit the specific destination they find their perception is widely inaccurate.
It is therefore possible to conclude that destination image has an extremely important role to play within the tourism sector. This is because many people's image and perception of a certain destination is the motivation of what affects this person to visit or not visit the destination. Destination image is a vital part of tourism as without destination image, a consumer would have no thoughts or perception of a destination and therefore no idea what it may be like which will affect their participation at this destination. It has also been found that image can also have both a positive and negative impact on a destination, which was found when analysing both Rio de Janeiro and Magaluf, as it can either supply an unfair image of the destination or instead give the destination a certain image which attracts many visitors and therefore boosts the local economy. Consequently it can be concluded that destination image has a pivotal role to play within the tourism sector.

References:
• Hall, M and Tucker, H. (2004) Tourism and postcolonialism: Contested discourses, identities, and representations. Florence production: Devon. P.26
• Doswell, R. (2000). The management of the tourism sector. First edition. Columbus books limited: United Kingdom. P.79
• Aramberri, J and Butler, R. (2005) Tourism development: Issues for a vulnerable industry. Cromwell press: Great Britain. P.45
• Whynne - Hammond, C. (1985) Elements of human geography. Berne Convention: United Kingdom.

The main reason for choosing this paper to comment on is that it discusses a factor related to a topic brought up in my research; how people perceive destinations in relation to risks and how it affects their thoughts on tourism.
This paper starts out well by discussing imagery in relation to tourism. However, saying that having no destination image takes away the surprise of tourism can be seen as either contradictory or quite a personal view, this is possibly an aspect that can be researched by further study. While it is noted that destination image is based on thoughts and ideas of people, it could be worth studying where these thoughts come from; media, peers etc because as Tasci et al (2007) say, image has a strong effect on consumer behaviour and people are influenced by lots of different matters.
It is beneficial to consider two specific areas to focus on and compare as the author has done. However, more depth could be mentioned for both areas; the sale of postcards will only affect those who have been to Rio de Janeiro, however what about the rest of the world who have not travelled there? It could now be better known as the next city to hold the Olympic Games, promoting a positive image. Also, how Magaluf affects the image of Majorca as a whole could be considered.
Bringing up the fact about images fading over time shows the author has considered peoples' thoughts can be affected by different factors: peoples' expectations don't always match reality. A study conducted by Prebensen (2007) can be used to back up this point as they analysed tourists' knowledge of destinations from previous visits in relation to image perception. Also as the WTO (2002) say, people will research where they are travelling to before departing to get the most knowledge possible about the place so they may not get too disappointed.
However, destination image is not stand alone for people choosing destinations; the weather, activities available and potential risks they may encounter will all have some sort of effect. The author could potentially have briefly mentioned these factors in regards to the development of peoples' image perceptions before and after travel to see if views changed.
While the author has structured their paper well, it could have been beneficial to have more information about the foundation of peoples' thoughts on destination image and how they are formed. It was well thought out in having two destinations as case studies to give an insight into the reality however more could have been done to describe different aspects of the areas. Also a brief comparison could have been done in relation to types of tourists and how their views on different destinations vary from each other.


References
Prebensen, N. K. (2007) Exploring tourists' images of a distant destination Tourism Management 28 (3) 747-756
Tasci, A. Gartner, W. and Cavusgil, S. (2007) Conceptualization and Operationalization of Destination Image Journa of Hospitality and Tourism Research 31 (2) 194-223
World Tourism Organization (2002) Special Report 20: The impact of the September 11th attacks on tourism: The light at the end of the tunnel Spain: World Tourism Organization

I chose this paper as I personally find it interesting how destinations achieve a certain image and how it can often be viewed either as positive or negative, more specifically how defines the image as positive or negative. The author has made interesting points with Rio de Janeiro and Magaluf, however it is arguable whether the authors statement of positive and negative images of these destinations can be generalized to present the views of all tourists. The author states that Rio de Janeiro's image is often linked to sex tourism and how the local government is working on improving the city's image, however this might be the exact reason many tourist decide to travel to Rio? Furthermore, tourists that have never actually visited the destination might posses an image of Rio as a highly cultural city associated to carnivals and samba. The same applies with Magaluf (Majorca), the author states the destination being known as a party destinations that is viewed as positive image as it attracts many young tourists to visit the destination boosting the economy, however it is arguable whether the local people view the impacts of young tourist as positive?
But as the author of this paper suggested, perceptions of a destinations image can be generated through various ways and furthermore be inaccurate by the actual destination being totally different from the tourists expectations. Urry and Larsen (2011) support the authors argument by suggesting that tourists seek to experience in reality what they already have experienced in their minds but that often the reality does not meet the tourists' existing perceptions.
The author of this paper presents interesting arguments of destination images impact on tourism, however more discussion on how the destination images have actually been generated and how do tourists come to know these images could have been included in the paper. Additionally it would have been interesting to read more on how exactly the government in Rio is trying to change the city's image and what is the aim of the process. Morgan et al. (2010) discuss the difficulty of branding and marketing tourism destinations and how the advanced technology of the 21st century has contributed to sharing knowledge and information about destinations. The authors suggest that with more knowledge it becomes more difficult for destinations to meet the tourists' perceptions. Perhaps this is a problem in Rio or an advantage to rebuild and distribute the city's image?
All in all the paper present intriguing points about destination image and its complexity, both for the destinations and how tourists interpret the image. The authors approach to the topic is unique and catches the reader's interest to further consider the complexity of the matter.

Morgan, N., Pritchard, A. and Pride, R. (2010) (eds.) Destination Branding: creating the unique destination proposition. Revised 2nd Edition. London: Butterworth-Heinemann.
Urry, J. and Larsen, J. (2011) The Tourist Gaze 3.0. London: SAGE Publications.