Destination Image Evolution

2.1 Introduction

This chapter examines and discusses relevant literature and theories that relevant to this thesis. First the chapter considers the main definitions of destination image and related components. It will then discuss different theories describing the formation processes. One of the formation processes factors, cultural background, as the research is focused on a group of tourists of particular nationality. It also addresses the characteristic of blogs and their functions are presented. Knowing how blogs operate is essential for this thesis.

2.2 Definition of destination images

Destination image influences tourists’ decision-making processes in regards to where they will spend their vacation and money. There are many research

The idea of destination image evolution was suggested by Gunn’s (1972). According to Gunn’s conceptualization of image, organic images are formed by general information such as newspapers, periodicals, children’s geography and history books and school, while induced images are created by travel information sources such as the tourism promotion literature, including magazines articles, guidebooks, Web pages and TV promotions. In other words, a destination image that a potential tourist has may be changed when he or she is exposed to travel information.

Such a change is generally positive, so the term ‘evolution’ is appropriate to use. Fakeye and Crompton (1991) also used the same expression, ‘image evolution’, in order to explain the process of destination image change. However, they added another stage in the process, that of complex image, that is generated from actual visitation of a destination. In sum, the process of the evolution of destination image is defined as change, mainly positive, but there is always the possibility of less positive image formation in an individuals’ destination image, brought about by exposure to a variety of information

Overt Induced II – information prepared by the relevant institutions at the destination/DMO (e.g., guide books and brochures from tour operators/wholesalers);

3. Covert Induced I – the use of recognizable spokespersons/celebrities in promotional activities.

4. Covert Induced II - any published material where the consumer is not aware of the involvement of the destination promoters. (e.g., travel writers who go on a familiarization tours);

5. Autonomous – mass media broadcasting news (e.g., documentaries, movies, articles, and news reports);

6. Unsolicited Organic - unrequested information and provided by tourist based on their knowledge or experience. This agent is most influential on people who do not have any images of a destination.

7. Solicited Organic – information requested from knowledgeable sources/word-of-mouth

8. Organic – information from personal experiences or previous visits to the