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ẢNH HƯỞNG CỦA CÁC NGUỒN THÔNG TIN LÊN HÌNH ẢNH ĐIỂM ĐẾN VIỆT NAM ĐỐI VỚI KHÁCH DU LỊCH CHÂU ÂU
Abstract
This study was based on data collected through surveys of 150 European visitors at tourist attractions in Germany, France, the U.K and Poland. The main objective of the study is to assess the impact of information sources on the image of Vietnam to European tourists. Research works show that information sources play an essential role in creating the image of destination towards visitors (Baloglu and McCleary 1999, Beerli and Martin 2004, Shaojun 2011). The analysis re- sults of this study indicate that, for European tourists, the internet and word of mouth (including traditional word of mouth - WOM and electronic word of mouth - eWOM) are the most in uential sources of information; meanwhile, fairs and tourism exhibitions are the least in uential in the process of creating destination image of Vietnam in the tourism market of European visitors.
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This paper examines how widely held country images affect attitudes towards a country's products and services and ability to attract investment, businesses and tourists. It assesses the role of strategic marketing management in promoting the country's image, attractiveness and products.Journal of Brand Management (2002) 9, 249-261; doi:10.1057/palgrave.bm.2540076
Destination image is commonly accepted as an important aspect in successful tourism management and destination marketing. The information about a specific destination is an important means of promotion for the tourism industry and influences destination image. In this context, the purpose of this paper is to identify those destination features which contribute to build a positive destination image and to analyze the relationship between those features and the image induced by brochures. Accordingly, this study is based on previous research on the impact of tourist information sources in destination promotion, and argues that brochures, as tourist information sources, have an important influence on destination image. Based on previous theoretical discussion regarding image, an empirical research was conducted to test the relationship proposed here. Multiple item indicators from previous studies were employed. Results indicate that there is a relationship between information sources and destination image.
Given the growing importance of search in online travel planning, marketers need to better understand the behavioural aspect of search engines use. Built upon a number of previous studies, the goal of this research is to identify patterns in online travel queries across tourist destinations. Utilizing transaction log files from a number of search engines, the analysis shows important patterns in the way travel queries are constructed as well as the commonalities and differences in travel queries about different cities in the United States. The ratio of travel queries among all queries about a specific city seems to associate with the “touristic” level of that city. Also, keywords in travelers' queries reflect their knowledge about the city and its competitors. This paper offers insights into the way tourism destinations are searched online as well as implications for search engine marketing for destinations.
Brand images are created by consumers on the basis of inferences drawn from salient elements in the total communications mix of a marketer. The psychological processes involved are relatively well understood and can be used with profit in controlling images.
This paper presents a review and discussion of the concept and measurement of destination image, within an intradisciplinary marketing perspective. Both theoretical and methodological aspects of this concept and measurement are treated. Based on the existence of three dimensions of object, subject and attributes, previous studies are analyzed. A taxonomy of the methodological and statistical procedures for measuring the image of the destinations is also proposed in order to help researchers to capture and measure the image construct. The paper proposes a conceptual model featuring its complex, multiple, relativistic and dynamic nature as a more comprehensive framework of destination image.RésuméImage de destination: vers un cadre conceptuel. Cet article présente une révision critique et une discussion du concept et du mesurage de l'image de destination à partir d'une perspective intradisciplinaire de marketing. On discute des aspects théoriques et méthodologiques de ce concept et du mesurage. En se basant sur l'existence des trois dimensions de l'objet, du sujet et des attributs, on analyze des études précédentes. On propose aussi une taxonomie des procédures méthodologiques et statistiques du mesurage de l'image des destinations pour aider les chercheurs à capter et à mesurer la construction de l'image. L'article propose un modèle conceptuel qui représente sa nature complexe, multiple, relativiste et dynamique comme un cadre plus compréhensif de l'image de destination.
Despite the widespread acceptance that loyalty is a major driving force in successful companies, tourism destination loyalty has not been investigated. This study explores the application and usefulness of destination loyalty. Based on the brand loyalty literature, a number of loyalty measurements are suggested. The application of two measurement approaches to primary data on lifelong travel patterns by New Zealand residents indicate their validity. Through the collection and analysis of data on tourists’ destination loyalty, destinations will be able to determine the composition of its customers with respect to their destination loyalty. It will also facilitate a better forecasting and demand estimation.
Empirical studies have analyzed the relationship between destination image and other evaluative constructs such as perceived value and service quality. However, the role and influence of destination image on future behavioral intentions have been of lesser interest. Consequently, this article examines the relationship between destination image, satisfaction, and future behavioral intentions of visitors to the island of Mauritius. A theoretical model is tested on a sample of 705 international visitors using structural equations modeling. The results show that destination image has a direct and an indirect influence over future behavior. Satisfaction and overall image play a mediating role between destination image and future behavior. As a result, important theoretical and practical implications for destination image research and marketing are offered.
The aim of the present volume is, therefore, to outline a body of work which adopts a consistent theme and method in exploring the topic of tourism. The approach is one of emphasising tourists' reactions and behaviours. The work is both behavioural and cognitive, and stems principally from applied traditions in social and environmental psychology. The examples of tourist studies tend to be Australian, British, and North American, principally because work elsewhere in psychological studies of tourists is less well organised.
The book is intended not just for academic tourism researchers but also for all psychologists, so that they might note an understudied phenomenon within their discipline. For leisure researchers it is hoped that it will provide an opportunity for them to see developments parallel to their own research efforts in studying recreational behaviour. Is it also a volume for tourism managers and executives? In part it is, and the sections such readers might find of particular interest are Chapters 1, 2, 3 and 9. It is not intended as a student text in tourism, but it will hopefully provide a reference for psychological research in the field. For graduate students, in particular, it should provide important guidelines for designing tourism studies. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Discusses the contributions that the means-end chain research model (the linking of attributes to consequences and to personal values) can make to creating images for products/services. Once researchers understand the types of cognitive representations that consumers have for particular products, the linkages between the personal lives of the consumers and those products can be exploited to maximize the product's image. Researchers must also tap into consumers' networks of meaning and identify common images that different consumers may hold about particular products. The components of the advertising strategy must then be coordinated with the levels of the means-end chain. These levels are driving force, leverage point, executional framework, consumer benefit, and message elements. This model allows for the creation of advertising that identifies important aspects of self and relates these to consequences associated with product use and, in turn, with key product attributes that produce these consequences. This model is applied to airlines to determine their consumer image. Hierarchical-value-structure maps are constructed to indicate the importance of certain descriptors. (28 ref) (PsycINFO Database Record (c) 2012 APA, all rights reserved)
The objective of this study was to offer an integrated approach to understanding destination loyalty by examining the theoretical and empirical evidence on the causal relationships among destination image, tourist attribute and overall satisfaction, and destination loyalty. A research model was proposed in which seven hypotheses were developed. The empirical data was collected in a major tourism destination in the state of Arkansas—Eureka Springs. A total of 345 questionnaires were returned and the data were analyzed using Structural Equation Modeling (SEM). The results supported the proposed destination loyalty model: (1) destination image directly influenced attribute satisfaction; (2) destination image and attribute satisfaction were both direct antecedents of overall satisfaction; and (3) overall satisfaction and attribute satisfaction in turn had direct and positive impact on destination loyalty. The theoretical and managerial implications were drawn based on the study findings, and recommendations for future researchers were made.
This study integrates theories from tourism destination choice, advertising, and landscape aesthetics to examine how content of promotional visuals affects destination image construction and interpretation. Three iterative phases of visual stimuli selection, focus groups, and a questionnaire were used. Results of the study indicated three landscape perception elements and four dimensions of image were projected by visuals. Analyses of covariance results supported landscape perception elements as significant predictors of image. Familiarity with the destination was significant across all image dimensions. Focus group results associated destination familiarity with affective evaluation of visuals and lack of familiarity with cognitive evaluation. Implications are discussed for image theory, marketing practice, and future research.RésuméL'élément visuel de la formation de l'image de la destination. Cette étude intègre les théories due choix de destination touristique, de la publicité et de l'esthétique du paysage pour examiner comment la publicité visuelle affecte la construction et l'interprétation de l'image touristique. On utilise trois étapes fréquentatives: la sélection de stimuli visuels, les groupes de discussion et un sondage. L'étude identifie trois éléments de la perception du paysage et quatre dimensions de l'image. L'analyse des co-variants appuie l'importance de la perception du paysage et de la familiarité de la destination. Les groupes de discussion associaient la familiarité avec l'évaluation affective et la nouveauté avec l'évaluation cognitive. On discute les implications pour la théorie de l'image, le marketing et la recherche.
Image has been shown to be an important influence in the selection of vacation destinations. A model that represents the important determinants of destination image formation was developed based on previous studies in a number of fields. The research reported in this article presents the results of an empirical test of the model using path analysis. A major finding of the study was that a destination image is formed by both stimulus factors and tourists' characteristics. The results of this investigation provide important implications for strategic image management and can aid in designing and implementing marketing programs for creating and enhancing tourism destination images.RésuméUn modèle pour la formulation de l'image de marque des destinations. On a démontré que l'image de marque est une influence importante dans le choix de destination de vacances. En se basant sur des études précédentes dans plusieurs domaines, on a développé un modèle qui représente les déterminants importants de l'image d'une destination. Cet article présente les résultats d'un test empirique de ce modèle en utilisant l'analyse de voie. Une conclusion majeure est que l'image d'une destination est formée des facteurs de stimulation et des caractéristiques des touristes. Les résultats de cette recherche fournissent des implications importantes pour la gestion de l'image stratégique et peuvent contribuer à la conception et à la réalisation des programmes de marketing pour créer et mettre en valeur les images des destinations touristiques.
Crompton, John L., “Motivations for Pleasure Vacations,” Annals of Tourism Research, October/December 1979, VI(4):408–424. The study is concerned with identifying those motives of pleasure vacationers which influence the selection of a destination. It also seeks to develop a conceptual framework capable of encompassing such motives. Empirically nine motives were identified. Seven were classified as socio-psychological, namely: escape from a perceived mundane environment, exploration and evaluation of self, relaxation, prestige, regression, enhancement of kinship relationships, and facilitation of social interaction. The two remaining motives, novelty and education, formed the alternate cultural category. The latter were noted to be at least partially aroused by the particular qualities that a destination offered. By contrast socio-psychological motives were found to be unrelated to destination attributes. Here the emphasis shifted from the destination itself to its function as a medium through which socio-pschological needs could be satisfied. The research data suggest that the tourist industry may usefully pay greater attention to socio-psychological motives in developing product and promotion strategies.
This paper is set in the context of tourism marketing, more specifically in the process of tourist destination image formation. By means of empirical research applied to a representative sample of tourists visiting the island of Lanzarote (Canary Islands, Spain), the influence of tourists’ internal characteristics or personal factors on the different components of perceived image have been analyzed. More precisely the relationships between the perceived image and the tourists’ motivations, their accumulated experience of vacation travel and the socio-demographic characteristics referring to their gender, age, level of education, social class and country of residence are assessed. The results indicate that: (1) motivations influence the affective component of image; (2) the experience of vacation travel has a significant relationship with cognitive and affective images, and (3) the socio-demographic characteristics influence the cognitive and affective assessment of image.
Numerous authors have pointed out the influence of tourism image on consumer behaviour. Tourism image will also exercise some influence on the quality perceived by tourists and on the satisfaction obtained from the holiday experience. This paper focuses on the relationship between the image of a destination as perceived by tourists and their behavioural intentions, and between that same image and the post-purchase evaluation of the stay. We will also examine the relationship between quality and satisfaction and between these variables and the tourist's behaviour variables. We place the accent on a joint analysis of these relationships, using a structural equation model. The results of the empirical study show that tourism image is a direct antecedent of perceived quality, satisfaction, intention to return and willingness to recommend the destination. The role of image as a key factor in destination marketing is thus confirmed. With reference to the other relationships, on the one hand, it is confirmed that quality has a positive influence on satisfaction and intention to return and that satisfaction determines the willingness to recommend the destination. However, the influence of quality on ‘willingness to recommend’ and the influence of satisfaction on ‘intention to return’ cannot be corroborated. In this sense, further research could be necessary.
Differing from the previous studies, this study proposed a more integrated tourist behavior model by including destination image and perceived value into the “quality–satisfaction–behavioral intentions” paradigm. The structural relationships between all variables with respect to different stages of tourist behaviors were investigated in the study. The results show that destination image have both direct and indirect effects on behavioral intentions. In addition, the path “destination image→trip quality→perceived value→satisfaction→behavioral intentions” appears evident in this study.
A two stage approach to travel destination choice was developed based on the construct of an evoked set. The two stages were evolution of an evoked set from the awareness set; and destination selection from the evoked set. It was hypothesized at both stages that travel destination choice depends upon attitude toward each alternative. Attitude was operationalized as the difference between perceived inhibitors and perceived facilitators. A longitudinal approach was used to collect survey data from respondents at both stages in their decision process. Results of the tests suggested that attitude was influential in determining whether a potential destination was selected as part of the evoked set and in selecting a final destination.RésuméLes déterminants d'attitude dans le choix de destination de tourisme. On a développé une méthode à deux étapes pour étudier le choix de destination de voyage en se basant sur le concept de l'ensemble évoqué. Ces deux étapes sont l'évolution de l'ensemble de conscience á l'ensemble évoqué, et ensuite l'évolution de l'ensemble évoqué au choix final de destination. Pour les deux étapes, on a supposé que le choix de destination de voyage dépende de l'attitude envers chaque option. On explique l'attitude comme la différence entre la perception des facteurs inhibiteurs et la perception des facteurs facilitants. On a recueilli des informations à chacune des deux étapes du processus de décision pour étudier l'évolution de l'attitude de chaque personne interrogée. On en conclut que l'attitude influence le choix d'une destination comme partie de l'ensemble évoque et le choix final d'une destination.
The present study aims to provide a deeper insight into the factors affecting the formation of tourism destination image. More specifically, it is an attempt to determine the influence that the Internet, as a new information source in intense competition with travel agencies, exerts on the development of the tourist's pre-visit image. With this objective in mind, the paper analyses the ways in which individuals process information proceeding from each of those sources by way of an empirical study based on a multicultural sample of 592 tourists.The results show that destination image is worse when tourists use a travel agency and Internet together, than when they use a travel agency alone. This effect is moderated by the degree of the tourist's message involvement and Internet experience.
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