Destination Image In Tourism

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Introduction Destination image plays a critical role in international marketing and planning. Generally, tourists choose their destination based on destination image in normal circumstances. Consequently, recognition on the destination image of tourists is momentous for tourism managers. Despite the importance of destination image, less attention is paid on destination in area and region, which faced with safety and security challenges. Therefore, destination image has a strategic role in such region. While, the public media present a variety of news daily that indicted the instability and crisis. It is expected that destination image of tourists to be different from image, which formed in normal destination due to their cognation and resource…show more content…
These include: three-dimensional continuum approach, three-component approach and a joint cognitive affective approach (Zhang, Fu, Cai, & Lu, 2014). While the three-dimensional continuum and three-component approach emphasize on attribute-based images, holistic impressions, and functional, psychological, unique and common characteristics (Echtner & Ritchie, 1993), the a joint cognitive affective approach rely on more integrate dimension as follow: Cognitive image, Affective image, Overall image, Cognitive-affective, joint image and Self-congruity (Zhang et al., 2014). This manuscript adopted the joint cognitive affective approach. While Zhang and colleagues (2014) measured the overall image impact on loyalty, the compare of the overall image before and after travel in insecure region present a new insight of destination image. Although the impact of loyalty is considered on overall image. Therefore, a conceptual model is constructed to investigate the differentiation between before and after destination image and its relationship with…show more content…
The target study group is tourists, which visit Iran as destination. Iran is an attractive destination and one of cheapest destination between in world. While the general atmosphere of Iran, which display in the international public media, apparently is an unpleasant and insecure atmosphere. Therefore, the purpose of this investigation is study the tourists’ destination image of Iran before and after travel. We put effort into demonstrating, how different is tourists images of Iran (tourists opinion), before and after their travel. The conceptual model constructs to measure the destination image of tourists four main axis include: security, services, culture and pleasure. The semantic questionnaire considered. The pretest conducted by filling 31 questionnaire. The Cronbach's alpha used to measure of internal consistency of questionnaire. The results indicate the Cronbach`s alpha is about 0.901. Questionnaires filled up by random, and in most visited places in Iran. Such as hotels, historical sites. The conceptual model analyzed by Structural equations. In addition, variables of the questionnaire analyzed in two section of destination image. One for tourists’ background image about Iran before their travel to Iran and the other one for their image of this destination after their

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