“Measurements of

Destination Image”

By- Sumiran Maheshwari (IITTM, Noida MBA-TTM)

What is destination
image???
● A destination image is:

The Expression of all objective knowledge, Impressions, prejudice,

imaginations, and emotional thoughts an individual might have of a
particular place.

● Destination image influence a tourist’s travel decision-making,

cognition and behaviour at a destination as well as satisfaction and
recollection of the experience.
 Why to Measure A
destination image??
Well, here you know it!!
● Tourist destination images are important because they influence both the decision
making behaviour of potential tourists and the levels of satisfaction regarding the
“tourist experience”.
● Marketers are interested in the concept of tourist destination image mainly because it
relates to decision-making and sales of tourist product and services.
● Before purchase, various consumption may take place through imagery.
● During consumption, imagery can add value to increase satisfaction.
● After consumption, imagery can have a re-constructive role in which person relives the
experience via memories and vacation souvenirs.
● NTO’s track the images held by potential visitors in the international marketplace.

Such tracking studies and market segmentation analyses are used in the design of their
promotional campaigns.
 COMPONENTS OF A
DESTINATION IMAGE
The framework consist of 3 continuums:
1) Attribute-Holistic
2) Functional-Psychological
3) Common-Unique
1) “Attribute-Holistic” Continuum
➢ Concerned with the nature of human information from the psychological
fields and consumer behavior.
➢ Any product is perceived both in terms of information on individual
features (attributes) and impressions (holistic).
➢ Image of destination include:

Perceptions of the individual attributes (climate, accommodation facilities,

hospitable local community)

Holistic impressions (mental pictures or imagery) of the place.

Andaman & Nicobar Island - “Emerald
Blue and You”
Taj Hotel, Mumbai
DO YOU STILL REMEMBER??
(If yes then shout it out loud!!!)
2) “Functional-Psychological” Continuum

➢ Directly Observable or measurable characteristics (functional) and

individual attributes (psychological) or holistic impressions.

Attribute Side: Numerous individual perceptions of the destination

Holistic Side: Functional impression of mental image of the physical

characteristics of the destination.
TAJ MAHAL
3) “Common-Unique” Continuum
Unique part of destination image (markers or must see sights) considered
as functional characters.

Common part of destination image is already expected and considered as

a psychological characteristics

Common: Friendly, safety, quality of service expected, fame, etc.

Unique: Special auras, USP

Choki dhani, Rajasthan
HILL STATIONS???
Methods of Destination
Image Research
 (Proposed by Echtner and Ritchie, 1991)

Structured Research

Semantic defferential Likert scale

 (Proposed by Echtner and Ritchie, 1991)

Unstructured Research
Model of Destination
Image Research
Content analysis
-Guidebooks

-Brochures

-Photographs

-Interactive interviews

-Other various tests

Free Elicitation
-Assessments of motivation

-Describes the targeted stimulus

-Measure the weakness of destination image

- Easy to access the “Stereotypical image”

-Very Spontaneous
Goa - “A perfect Holiday Destination”
Triad elicitation
-Successive presentation of group of 3 elements.

-Asked to compared the 3 places (in tourism context)

-And then explain the construct 2 of the places similar but seperate
from the 3rd one

-Resulting reason would known as the construct.

Srinagar
Photo Elicitation
-Variation on open ended interviewing guided by images
(photographs)

-Individual tourist’s point of view (personal experience)

-Helped by the triad technique

Quantitative
phase
(Attributes)
THANKYOU