Do Marketers Use Visual Representations of Destinations That Tourists Value? Comparing Visitors’ Image of a Destination with Marketer-Controlled Images Online

The study explores visitors’ image of a destination using online visitor-generated photography and compares the findings with images of the same destination that marketers create and control on the Internet. The two studies are conducted with Taiwan as the context-destination. Online visitor-generated photography yielded more than 100 photographs from visitors to Taiwan, and indicates that visitors’ holistic image encompasses notions of Taiwanese uniqueness, ancientness, and authenticity through their perceptions of the natural landscapes, traditional local cuisine, and culture. The second study yielded 1,526 visual image representations of Taiwan collected from a variety of website sources, and findings highlight the disparities between the holistic image construed by visitors to Taiwan and the image created by marketers on the Internet. The findings yield important implications for the effective positioning and promotion of tourism destinations as managers should consider visitors’ holistic images in their attempt to create destination images through online visual representations.

[1]  T. Lee.  A structural model for examining how destination image and interpretation services affect future visitation behavior: a case study of Taiwan's Taomi eco-village , 2009 .

[2]  Deborah D. Heisley.  Visual Research: Current Bias and Future Direction , 2001 .

[3]  Yuksel Ekinci,et al.  Destination image and destination personality: An application of branding theories to tourism places , 2006 .

[4]  J. Crompton,et al.  Image Differences between Prospective, First-Time, and Repeat Visitors to the Lower Rio Grande Valley , 1991 .

[5]  Kevin Markwell,et al.  Photo-Documentation and Analyses as Research Strategies in Human Geography , 2000 .

[6]  Charlotte M. Echtner,et al.  The Measurement of Destination Image: An Empirical Assessment , 1993 .

[7]  T. Wade,et al.  Social Cognition and Evolutionary Psychology: Physical Attractiveness and Contrast Effects on Women's Self-perceived Body Image , 1997 .

[8]  P. Kotler,et al.  Country as brand, product, and beyond: A place marketing and brand management perspective , 2002 .

[9]  Yu-shan Lin,et al.  Internet blogs as a tourism marketing medium: A case study , 2006, Journal of Business Research.

[10]  Dana L. Alden,et al.  Impact of narrative versus factual print ad copy on product evaluation: The mediating role of ad message involvement , 2007 .

[11]  L. A. Brouwer,et al.  Netnography: Doing Ethnographic Research Online , 2010 .

[12]  A Comparative Study of the Use of “Iconic” versus “Generic” Advertising Images for Destination Marketing , 2009 .

[13]  D. Zwick,et al.  Mirrors of Masculinity: Representation and Identity in Advertising Images , 2004 .

[14]  FOR THE LACK OF A BOILERPLATE : TIPS ON WRITING UP ( AND REVIEWING ) , 2009 .

[15]  Jo-Hui Lin,et al.  Evaluating ecotourism sustainability from the integrated perspective of resource, community and tourism , 2006 .

[16]  J. Min.  Forecasting Japanese tourism demand in Taiwan using an intervention analysis , 2008 .

[17]  Richard R. Perdue,et al.  Perishability, Yield Management, and Cross-Product Elasticity: A Case Study of Deep Discount Season Passes in the Colorado Ski Industry , 2002 .

[18]  Angela Phelps,et al.  Holiday destination image — the problem of assessment: An example developed in Menorca , 1986 .

[19]  P. Pearce.  The Ulysses Factor , 1988 .

[20]  D. Chhabra.  Defining Authenticity and Its Determinants: Toward an Authenticity Flow Model , 2005 .

[21]  Roger L. Moore,et al.  Visitors' Perceptions of a Trail Environment and Effects on Experiences: A Model for Nature-Based Recreation Experiences , 2009 .

[22]  Yuksel Ekinci,et al.  Destination image and destination personality. , 2007 .

[23]  G. C. Manning.  The role of the consumer. , 1970, JAMA.

[24]  T. Lee.  A Structural Model to Examine How Destination Image, Attitude, and Motivation Affect the Future Behavior of Tourists , 2009 .

[25]  Donald R. Cooper,et al.  Business Research Methods , 1980 .

[26]  W. Fred van Raaij,et al.  Vacation decisions, activities and satisfactions. , 1984 .

[27]  Daniel R. Fesenmaier,et al.  Pictorial element of destination in image formation , 1997 .

[28]  A. Strauss.  Basics Of Qualitative Research , 1992 .

[29]  G. Dann,et al.  Tourists' Images of a Destination-An Alternative Analysis , 1996 .

[30]  O. Jenkins.  Photography and travel brochures: The circle of representation , 2003 .

[31]  David R. Lee,et al.  How 'Eco' is Ecotourism? A Comparative Case Study of Ecotourism in Costa Rica , 2003 .

[32]  J. Mazanec.  Tourism-Receiving Countries in Connotative Google Space , 2010 .

[33]  Charlotte M. Echtner,et al.  The meaning and measurement of destination image. , 2003 .

[34]  Daniel R. Fesenmaier,et al.  An Exploration of Cross-Cultural Destination Image Assessment , 2000 .

[35]  Thomas E. Pearson,et al.  Food as a form of Destination Identity: A Tourism Destination Brand Perspective , 2011 .

[36]  Nigel Morgan,et al.  Culture, identity and tourism representation: marketing Cymru or Wales? , 2001 .

[37]  C. A. Gunn.  Vacationscape;: Designing tourist regions , 1972 .

[38]  C. Jewitt,et al.  The Handbook of Visual Analysis , 2000 .

[39]  Lon-Mu Liu,et al.  Taiwan's international tourism: a time series analysis with calendar effects and joint outlier adjustments. , 2011 .

[40]  Svetlana Stepchenkova,et al.  Russia's destination image among American pleasure travelers: Revisiting Echtner and Ritchie , 2008 .

[41]  Janet Chang,et al.  Destination image and visit intention among members of Yahoo!-Taiwan's travel communities: an online survey approach. , 2006 .

[42]  Brian Garrod,et al.  Understanding the Relationship between Tourism Destination Imagery and Tourist Photography , 2009 .

[43]  R. Chalfen.  Photography's role in tourism; some unexplored relationships. , 1979 .

[44]  R. Ostman.  Handbook of Visual Analysis , 2002 .

[45]  M. Pratt.  From the Editors: For the Lack of a Boilerplate: Tips on Writing Up (and Reviewing) Qualitative Research , 2009 .

[46]  Ching-Fu Chen,et al.  How destination image and evaluative factors affect behavioral intentions , 2007 .

[47]  Alastair M. Morrison,et al.  Destination image representation on the web : Content analysis of Macau travel related websites , 2007 .

[48]  J. Schroeder,et al.  An ethics of representation for international marketing communication , 2005 .

[49]  Samantha Warren,et al.  Photography and voice in critical qualitative management research , 2005 .

[50]  John Urry,et al.  The `Consumption' of Tourism , 1990 .

[51]  Nicolas Papadopoulos,et al.  An Integrative Model of Place Image , 2011 .

[52]  Kevin Markwell,et al.  Dimensions of photography in a nature-based tour , 1997 .

[53]  Chung-Hsien Lin,et al.  Night market experience and image of temporary residents and foreign visitors , 2008 .

[54]  A. Coffey,et al.  Multimodal ethnography , 2006 .

[55]  Kelly J. MacKay,et al.  Using Visitor-Employed Photography to Investigate Destination Image , 2004 .

[56]  Juan Ignacio Pulido-Fernández,et al.  Differentiating Competitiveness through Tourism Image Assessment , 2013 .

[57]  E. Kastenholz.  ‘Cultural proximity’ as a determinant of destination image , 2010 .

[58]  C. Ryan,et al.  Destination Positioning Analysis through a Comparison of Cognitive, Affective, and Conative Perceptions , 2004 .

[59]  J. Hunt.  Image as a Factor in Tourism Development , 1975 .

[60]  M. Patton,et al.  Qualitative evaluation and research methods , 1992 .

[61]  F. Gilmore.  A country — can it be repositioned? Spain — the success story of country branding , 2002 .

[62]  Krittinee Nuttavuthisit.  Branding Thailand: Correcting the negative image of sex tourism , 2007 .

[63]  김종식.  동아시아 문화와 경영, Geert Hofstede, Culture's Consequences: International Differences in Work-Related Values (Beverly Hills, CA:Sage Publications, 1980) ; and Cultures and Organizations : Software of the Mind (New York:McGraw-Hill, 1997) , 1999 .

[64]  G. Hofstede,et al.  Culture′s Consequences: International Differences in Work-Related Values , 1980 .

[65]  A. Woodside,et al.  A General Model Of Traveler Destination Choice , 1989 .

[66]  John C. Crotts,et al.  Understanding Customer Delight , 2011 .

[67]  Chris Ryan,et al.  Structuring Destination Image: A Qualitative Approach , 2005 .

[68]  S. Mccool,et al.  Sustainable tourism in the 21st century: lessons from the past; challenges to address. , 2001 .

[69]  Frank M. Go,et al.  Promoting Tourism Destination Image , 2007 .

[70]  J. Crompton.  An Assessment of the Image of Mexico as a Vacation Destination and the Influence of Geographical Location Upon That Image , 1979 .

[71]  G. Kress,et al.  Multimodal Discourse: The Modes and Media of Contemporary Communication , 2002 .

[72]  Enrique Bigné Alcañiz,et al.  The functional-psychological continuum in the cognitive image of a destination: A confirmatory analysis , 2009 .

[73]  R. Butler,et al.  A Strategic Use of the Communication Mix in the Destination Image-Formation Process , 2008 .

[74]  D. Brinberg,et al.  Affective Images of Tourism Destinations , 1997 .

[75]  W. H. Reynolds,et al.  The Role of the Consumer in Image Building , 1965 .

[76]  T. Mihalič,et al.  Authenticity in mature seaside resorts , 2008 .

[77]  A. Tasci,et al.  Destination Image and Its Functional Relationships , 2007 .

[78]  N. Prebensen.  Exploring tourists’ images of a distant destination , 2007 .

[79]  K. Haywood,et al.  Visitor-Employed Photography: An Urban Visit Assessment , 1990 .

[80]  Seyhmus Baloglu,et al.  A model of destination image formation , 1999 .

[81]  Margaret Volante.  Qualitative research. , 2008, Nurse researcher.

[82]  I. Bosque,et al.  Exploring the cognitive–affective nature of destination image and the role of psychological factors in its formation , 2008 .

[83]  N. Morgan,et al.  New Zealand, 100% Pure. The creation of a powerful niche destination brand , 2002 .

[84]  B. Garrod,et al.  Using Volunteer-Employed Photography : Seeing St David’s Peninsula through the eyes of locals and tourists , 2010 .

[85]  D. Chhabra,et al.  Staged authenticity and heritage tourism , 2003 .

[86]  B. Garrod.  Exploring place perception a photo-based analysis , 2008 .

[87]  Seyhmus Baloglu,et al.  Tourism destination images of Turkey, Egypt, Greece, and Italy as perceived by US-based tour operators and travel agents , 2001 .