Asli D.A. Tasci

Conceptualization and Operationalization of Destination Image

The destination image has received much attention for about three decades. Studies of various aspects of destination images increased in volume during the 1990s. Echtner and Ritchies (1991) review of destination image literature resulted in several suggestions in terms of both the conceptualization and operationalization of destination image. This study looks at the evolutionary nature of tourism destination image studies from both theoretical and operational perspectives. Necessary adjustments in the methodological rigor and the focus of inquiry for destination image research are offered using Echtner and Ritchies review as a guide. A review of literature about destination image and other pertinent concepts indicated that several of Echtner and Ritchies recommendations have been followed, whereas others have not. Also, several other important conceptualization- and methodology-related issues identified in the destination image literature are addressed.

Destination brands vs destination images: Do we know what we mean?

A review of the literature on branding in general, and on destination branding more specifically, raises several questions about the branding of tourist destinations. What is clear is that confusion exists in the concept of ‘brand’ in the tourist destination context. This panel study was designed to explore how experts perceive the meaning of destination branding and its main characteristics. Five propositions were developed and explored in regards to the lack of clear definition of destination brand, the confusion between brand and image, the lack of conception of similarities and differences between branding for consumer products and tourist destinations, the difficulty of identifying one symbol for countries, and the lack of commonly-known brands of tourist destinations. This article then proposes a model of branding and its ramifications in the tourism destination context, as well as providing several methodological, theoretical and practical implications.

Social Distance: The Missing Link in the Loop of Movies, Destination Image, and Tourist Behavior?

Visual information, especially delivered through movies, is believed to have an influence on destination image and consumer behavior. Based on the theory that knowledge about an object might cause feelings toward the object, visual information through movies can be assumed to affect not only destination image but also social distance between groups and, thus, to affect tourist behavior regarding the destination. With a quasi-experimental design, this study investigates if there is a relationship between visual information from movies and consumer-behavior variables, including destination image, destination desirability, visit intention, and social distance, taking Turkey as a case in point and a promotional movie as the stimuli. Results provide partial support for potential impact of movies on the consumer-behavior variables included in this study. Implications and future research suggestions are provided.Visual information, especially delivered through movies, is believed to have an influence on destination image and consumer behavior. Based on the theory that knowledge about an object might cause feelings toward the object, visual information through movies can be assumed to affect not only destination image but also social distance between groups and, thus, to affect tourist behavior regarding the destination. With a quasi-experimental design, this study investigates if there is a relationship between visual information from movies and consumer-behavior variables, including destination image, destination desirability, visit intention, and social distance, taking Turkey as a case in point and a promotional movie as the stimuli. Results provide partial support for potential impact of movies on the consumer-behavior variables included in this study. Implications and future research suggestions are provided.

Chapter 11 A Practical Framework for Destination Branding

Despite the recent academic attention to branding, there seems to be no clear path for authorities to follow in establishing their destinations as distinctive and strategic brands. The purpose of this chapter is to provide a practical framework for destination authorities. Review of relevant literature reveals that branding in a destination context involves development and maintenance of positive image and identity using several elements such as names, logos, slogans, and color. These elements need to be distilled from destination characteristics and they can lead to strong brand equity. A comprehensive research framework with both qualitative and quantitative methods is suggested to assess these brand elements, meanings, and assets for both supply and demand sides of the market.

Visit impact on destination image.

Various factors influence destination image such as information sourcing from diverse channels as well as perceiver characteristics including sociodemographic characteristics and past travel behavior. Past travel behavior and its influence on destination image receive much attention from destination image researchers; however, these researchers do not discuss the reasons of visitations influence on destination image. Using a large and longitudinal data set from the Michigan Regional Travel Market Survey, this study reassesses the influence of visitation on destination image and provides a dialectic discussion of the potential reasons for this influence reflecting on various theories from related fields of study. This article includes implications and future research suggestions.

Assessment of image change over time: The case of Michigan

Since destination image is accepted as an important element of destination management, destination management organizations (DMOs) commonly engage in destination image studies. The majority of published image studies have focused on measuring the image of a particular destination at a point in time. Destination image is prone to change but this aspect received little attention due to lack of studies measuring image change over time. Therefore, the purpose of this study is to assess the change in the image of a destination over a period of time using the same instrument on the same sampling destinations. A large scale and longitudinal market survey data gathered by the Michigan Regional Travel Market Survey were analyzed for the purposes of this study. The findings indicated that Michigan had an image change between 1996 and 2002 since the image of the most image dimensions recorded significant improvement in these markets. Potential reasons, managerial implications as well as limitations and future research suggestions are provided.

Modeling the Commonly-Assumed Relationship Between Human Capital and Brand Equity in Tourism

Since most of the product quality in tourism is determined by intangible factors of service, the quality, skills, experience, and capabilities of service personnel become utmost important in the success of tourism business. The purpose of this article is twofold: (a) to provide an argument on the significance of the relationship between human capital and brand equity of a tourism product; and (b) to develop a conceptual model to guide empirical investigation of the relative magnitude of the causal relationships between the involved constructs. A model is developed along with appropriate operationalization suggestions for pertinent constructs.

Internet as an information source and social distance: any relationship?

Purpose – Findings of previous research imply that virtual contact with other social groups, such as the internet, may have an impact on sociocultural dimensions such as social distance; however, there is a lack of empirical evidence supporting this implication. To fill this void in the literature, the purpose of this paper is to explore the relationship between social distance and the internet as an information source. Design/methodology/approach – A self-administered survey was conducted on tourists from several different European countries, through random sampling, in select popular tourist destinations of Turkey. Findings – A direct relationship between the use of the internet as an information source about the host community and social distance was not revealed within the scope of this study. Originality/value – There is limited research on the relationship between Internet and several sociocultural aspects in tourism. This study investigates the relationship between social distance and internet empi...

Destination image: the case of Turkey.

Despite ample tourism assets and several decades of tourism development, Turkey still does not have a competitive edge in international tourism. A relatively negative image and/or lack of image are cited as one factor among several others in Turkeys low tourism arrivals and revenues relative to other Mediterranean destinations. Few researchers have measured the image of Turkey and even fewer have done so in the context of international travel. In this study, Turkeys image as an international travel destination was measured using a student population from the US. The findings confirm previous research in terms of Turkeys negative image shaped by stereotypical conceptions rather than factual information. Managerial implications and suggestions for future research are provided.

Circumstantial impact of contact on social distance

Despite its century long existence, social distance is still a rare area of investigation in the tourism and hospitality context. In particular, there is a lack of attention on the empirical investigations about the relationship between contact and social distance in host–guest relations in a tourism setting. Hence, the purpose of this study is to determine whether there is such a relationship between social distance and different contact factors (previous visits and close friendships). An on-site survey on tourists and locals at a popular tourist destination, Mugla, in Turkey revealed partial support for these relationships under certain circumstances. Implications and future research suggestions are discussed.