Consumer Behavior n Travel and Tourism/Destination images
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.
GROUP 5: Destination images
- TANG Sui Ying Takashi (07517962d)
- LUNG Sum Yee Clara (07511773d)
- CHAN Wing Hong Hongson (07546030d)
- CHAN Kit Lan Karen (07559500d)
Consumer Behavior in Travel and Tourism
CHAPTER 1: INTRODUCTION
Macau, Taiwan and Singapore are different but competing leisure destinations with similar climate, possession on multi-nation and traditional food and beverage, emphasis on shopping activities together with containing Chinese-culture elements mixed other countries’ culture in Asia regions. In addition, they were the top 10 popular destinations chosen by Hong Kong residents in 2005 (refer to Appendix 1) (PATA, 2006).
There is a growing number of traveler arrivals to Asian regions by 2020 (UNWTO, 2000), so fierce competitions among these regions is expected. The competitive advantage will be retained if the destination marketers and tour operators among these three destinations can develop effective communications to tourists. McCartney, Butler & Bennett (2008) pointed out that successful communication mix strategy could manage tourist destination image perceptions more effectively. In other words, the destination image projected would highly affect the image perceived by tourists.
This study aims to find out Hong Kong residents’ perception towards images of Macau, Taiwan and Singapore, and to evaluate the effectiveness of various communications used by three destinations in terms of official tourism websites, television broadcast, print advertisement and travel guide books when promoting destinations. Thus, several specific objectives of this study are established as follows:
- To identify Hong Kong residents’ perception on images of Macau, Taiwan and Singapore
- To identify the similarities & differences among these destinations as perceived by Hong Kong residents
- To compare Hong Kong residents’ perceptions on these destination images and communications used by these destinations
- To evaluate the effectiveness of these destinations in communicating their images
- To discuss the implications and recommendations especially enhancing the effectiveness of communication used
CHAPTER 2: THEORETICAL BACKGROUND
Definition of Terms:
Tourists
Tourists, who were classed as temporary visitors staying at least 24 hours, whose purpose could be classified as leisure, or business, family, mission or meeting (Mill, 1990)
Destination image
There are various definitions of “Tourist Destination Image” were proposed by researchers, but no consensus among them (Gallaraza, Saura & Garcia, 2002). Jenkins (1999) commented that defining destination image is a dilemma, and Pearce (1988, p.162) even lamented that “image is one of those terms that will not go away… a term with vague and shifting meanings”. “Destination” is the place with some form of actual or perceived boundary, such as physical boundary of an island, political boundary, or even market-created boundaries (Phillip, John & James, 2006). A definition of “Image” in terms of dictionary wordings is “mental conception, perception or idea”. Simply saying Destination Image is “impressions of a place” or “Perceptions of an area” (Echtner & Ritchie, 2003). Appendix 2 listed the definitions provided by some selected Destination Image Researchers.
Communications
“Communications” is the process of attempting to convey information from a sender to a receiver with the use of a medium (Wikipedia, 2008). There are auditory means, such as speaking, singing and sometimes tone of voice, and nonverbal, physical means, such as body language, sign language, paralanguage, touch, eye contact, or the use of writing. The basic communication Model by Schiffman & Lesile (2007) explained that the communications start with the sender who creates message, and deliver the message to the consumer (receivers) through different channels.