Consumer Behavior n Travel and Tourism/Destination images

Group 5:

• TANG Sui Ying Takashi (07517962d)
• LUNG Sum Yee Clara (07511773d)
• CHAN Wing Hong Hongson (07546030d)
• CHAN Kit Lan Karen (07559500d)

Conduct a study to find out Hong Kong residents’ perception about images of three different but competing leisure destinations and evaluate the effectiveness of these destinations in communicating these images. Interview 8 people and ask them to describe their perceptions about the images of the three different destinations. Then, come up with a list of “destination image descriptions” for the three destinations. Identify if there are differences in the descriptions for the three destinations. Then, evaluate the communications used by the different destinations (e.g. from advertisements, official tourism websites, brochures, etc. promoting the destinations) and determine if they match with the perceptions of your samples.

Analysis: Based on results, a) come up with a list of “destination image descriptions” for the three destinations. b) compare the descriptions for the three destinations and analyze if there are similarities and differences among the three destinations. c) based on the results of your analysis of the various communications associated with the three destinations, come up with a list of destination images which you think the destinations are communicating to the public. d) compare the results of the interview and the analysis of the communication material and draw conclusion. e) discuss the implications to destination marketers and tour operators and provide recommendation in terms of how the destination can enhance the effectiveness of the communications used.