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3 pages, 201 KiB

Open AccessEditorial

Advances in Tourism Image and Branding

by Raquel Camprubí and Ariadna Gassiot-Melian

Sustainability 2023, 15(4), 3688; https://doi.org/10.3390/su15043688 - 16 Feb 2023

Cited by 2 | Viewed by 1207

Abstract

Tourism destination image is recognized as a relevant factor that influences both the decision making around selecting a destination [...] Full article

(This article belongs to the Special Issue Advances in Tourism Image and Branding)

Research

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23 pages, 3958 KiB

Open AccessArticle

Creating Sustainable Development of the Destination with Tea Public Version Packaging Design by Obtaining Relational Space Concept

by Wan-Ting Li and Yueh-Hsiu Cheng

Sustainability 2022, 14(15), 9256; https://doi.org/10.3390/su14159256 - 28 Jul 2022

Cited by 1 | Viewed by 2241

Abstract

Packaging is crucial for presenting the image of tea tourism destinations. The public version of tea packaging with images of tea sightseeing spots was pervasive, and builds the impression to tourists that they have visited a certain destination. However, with the rise of [...] Read more.

Packaging is crucial for presenting the image of tea tourism destinations. The public version of tea packaging with images of tea sightseeing spots was pervasive, and builds the impression to tourists that they have visited a certain destination. However, with the rise of independent brand thinking and sensory stimulation consumption, the form of tea packaging in the public version has changed to be based on tourists’ purchasing preferences, leading to the diversity of the packaging style and pattern, and the public version of tea packaging gradually loses the function of promoting brand images. Based on the rooted land of oriental tea culture, this research has the following aims: (1) to construct the concept of “Relational Space for Sustainable Public Version of Tea Packaging and its Concept” through a literature review and field investigation; (2) to give contributions to the improvement of the visual aspect of the existing public packaging of tea; (3) to integrate the image of the destination and the private brand image of tea farmers with the public version of tea packaging to enhance the perception and attraction of tourists to the brand image of tea tourism destinations; (4) to design, operate, and test the concept discussed in this study by utilizing experimental design and questionnaire survey and propose application guidelines for this concept design. The results of the study are as follows: (1) The destination images and geographical symbols of the existing public packaging of tea are beneficial to the promotion of the destination image; however, the visual elements that make up these packages are not conducive to the cultural richness of the destination because of their single relational context, which leads to the solidification of the destination image. (2) The design application guidelines proposed in this study present the concept of destination branding and private branding as a complement to each other by adjusting the packaging layout to create a mutually beneficial partnership visually embodied in the public tea packaging design. Packaging accessories are central to the partnership between the destination and the local industry, and the public tea packaging design created by this concept creates a richness and specificity of the destination’s brand image. In this way, the destination’s industry and brand image will develop in a diverse and multifaceted way to achieve the sustainability of the destination’s industry. Full article

(This article belongs to the Special Issue Advances in Tourism Image and Branding)

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18 pages, 5577 KiB

Open AccessEditor’s ChoiceArticle

Methodology of Cyclical Research of the Tourist Image of Podkarpackie Province (Poland)—A Proposal of a Solution and Selected Research Results

by Beata Jolanta Gierczak-Korzeniowska, Mateusz Stopa and Krzysztof Szpara

Sustainability 2022, 14(5), 2673; https://doi.org/10.3390/su14052673 - 25 Feb 2022

Cited by 2 | Viewed by 1821

Abstract

The attractiveness to tourists of Podkarpackie Province is related to its natural diversity and rich cultural heritage. The communes located in the southern, Carpathian part of the province are the most attractive tourist destinations. However, the volume of tourist traffic in Podkarpackie Province [...] Read more.

The attractiveness to tourists of Podkarpackie Province is related to its natural diversity and rich cultural heritage. The communes located in the southern, Carpathian part of the province are the most attractive tourist destinations. However, the volume of tourist traffic in Podkarpackie Province differs from many other regions in Poland. It is visited by far fewer tourists than might be expected. In order to conduct a more effective tourist policy, it was necessary to acquire knowledge on the structure of tourism in the region and its image. The aim of this article is to present the proprietary methodology of cyclical research of the tourist image of Podkarpackie Province and the key results of the research conducted in 2021. The proposed set of methods and techniques includes: (1) an analysis of strategic documents in terms of the assumed tourist image (Atlas.ti), (2) a verification of search trends for keywords related to the identified associations (Google Trends), and (3) a search of widely available internet resources for spontaneously generated content (Google Search). The obtained results indicate that potential tourists find online information about tourist assets deviating from the planned tourist image presented in the strategic document. First of all, they look for opinions and tips on specific tourist attractions. In the perceptions of average, potential tourists, some sub-regions such as the Low Beskids and the Southern Roztocze are practically unnoticeable. They clearly ‘lose’ with the Bieszczady, which are most associated with the region. Ultimately, the comprehensive image research consists of qualitative and quantitative modules. Only the combination of both will allow for a holistic view of the image of the region. Full article

(This article belongs to the Special Issue Advances in Tourism Image and Branding)

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20 pages, 844 KiB

Open AccessArticle

Factors That Influence Virtual Tourism Holistic Image: The Moderating Role of Sense of Presence

by Ling-Long Tsai

Sustainability 2022, 14(1), 467; https://doi.org/10.3390/su14010467 - 2 Jan 2022

Cited by 24 | Viewed by 4491

Abstract

The COVID-19 pandemic has dramatically restricted domestic and foreign travel; thus, virtual tourism has become a new option for traveling. As regards virtual tourism, the present study seeks to investigate the effect of tourist involvement on the three components of holistic image, namely [...] Read more.

The COVID-19 pandemic has dramatically restricted domestic and foreign travel; thus, virtual tourism has become a new option for traveling. As regards virtual tourism, the present study seeks to investigate the effect of tourist involvement on the three components of holistic image, namely cognitive, affective, and conative images; the influence of cognitive, affective, and conative images on the construction of the holistic image; and the moderating effect of sense of presence on the relationships between cognitive, affective, and conative images on the holistic image. Prospective tourists were chosen as research subjects in the present study on non-immersive virtual reality (VR) tourism, or virtual tourism. Participants first watched the 360° VR tour video of AirPano. Afterward, they filled out an online questionnaire, of which 386 valid samples were collected for analyses. Results show that tourist involvement considerably affects cognitive, affective, and conative images, which significantly influence the holistic image. Furthermore, a sense of presence was found to positively moderate the relationships between (1) cognitive and holistic, (2) affective and holistic, and (3) conative and holistic images. These results may allow tourism marketing organizations to better understand how to strengthen the holistic image in the context of virtual tourism. Full article

(This article belongs to the Special Issue Advances in Tourism Image and Branding)

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18 pages, 1302 KiB

Open AccessArticle

Destination Familiarity and Perceived Attractiveness of Four Polish Tourism Cities

by Mariusz Szubert, Witold Warcholik and Michał Żemła

Sustainability 2022, 14(1), 128; https://doi.org/10.3390/su14010128 - 23 Dec 2021

Cited by 11 | Viewed by 3098

Abstract

Destination familiarity has been analyzed for many years as an important factor influencing the perceived attractiveness of a destination and its image. However, previous research has concentrated on this relation considering familiarity with a destination as a whole, while the issue of familiarity [...] Read more.

Destination familiarity has been analyzed for many years as an important factor influencing the perceived attractiveness of a destination and its image. However, previous research has concentrated on this relation considering familiarity with a destination as a whole, while the issue of familiarity with particular elements of a destination has not been explored. The current research aimed to detect if and how familiarity with three selected elements of a destination, namely, tangible tourism attractions, events, and traditional cuisine and dishes, impacts the perceived attractiveness of a city destination. The research was conducted using the following four Polish cities as examples: Gdańsk, Katowice, Łódź, and Wrocław. The research questionnaire was distributed among the citizens of another Polish city—Krakow. Over 200 responses were received. The results show that familiarity with tangible attraction was correlated with high perceived attractiveness of a destination, while the other two factors did not impact the level of perceived attractiveness. The results were achieved on the basis of the indication of several scientific and practical conclusions. Full article

(This article belongs to the Special Issue Advances in Tourism Image and Branding)

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14 pages, 277 KiB

Open AccessArticle

Contribution of TV Dramas and Movies in Strengthening Sustainable Tourism

by Yidi Hua, Chompunuch Jittithavorn, Timothy J. Lee and Xiaohua Chen

Sustainability 2021, 13(22), 12804; https://doi.org/10.3390/su132212804 - 19 Nov 2021

Cited by 5 | Viewed by 4400

Abstract

This study aims to (a) identify the relationship between travel motivation and popular media (mainly films or TV programs), (b) examine the relationship between destination images and popular media as an information source, and (c) investigate the influence of popular media on destination’s [...] Read more.

This study aims to (a) identify the relationship between travel motivation and popular media (mainly films or TV programs), (b) examine the relationship between destination images and popular media as an information source, and (c) investigate the influence of popular media on destination’s decision-making process. The relationship is focused on three aspects: motivation, destination image, and the decision-making process for tourists. This study employed a self-administered questionnaire survey. The questionnaire was composed of (i) respondents’ motivation and general information about their visit to the destination (Jeju Island in Korea), (ii) attributes of the film-induced tourism of their visit to the destination, and (iii) respondents’ socio-demographic elements. A correlation analysis and a standard multiple regression analysis were employed. The results discovered that there is a significant relationship (a) between a destination and popular media, (b) between destination image and popular media, and (c) between the decision-making process and popular media. The implications of this study can help destination marketers and managers build competitive strategies using the effective management of film-related tourist attraction sites to increase visitor numbers and ensure that a sustainable long-term relationship is encouraged between destinations and tourists. Full article

(This article belongs to the Special Issue Advances in Tourism Image and Branding)

22 pages, 1907 KiB

Open AccessArticle

Exploring the Sustainable Development of Archaized Block Tourist Destination Based on Communicative Image and Perceptive Image

by Kuo-Kuang Fan, Ying Zhou and Jun Zhang

Sustainability 2021, 13(12), 6858; https://doi.org/10.3390/su13126858 - 17 Jun 2021

Cited by 2 | Viewed by 1884

Abstract

Although archaized blocks have good development prospects as tourist destinations that reshape local characteristics in cities, they have been criticized by academic circles, and most of them are underperforming due to poor management. Therefore, facing the marginalization of the existing archaized streets in [...] Read more.

Although archaized blocks have good development prospects as tourist destinations that reshape local characteristics in cities, they have been criticized by academic circles, and most of them are underperforming due to poor management. Therefore, facing the marginalization of the existing archaized streets in various cities, it is urgent to recognize their image and value and find out the strategies that can guide their sustainable development. First of all, we changed the traditional perspective of looking at archaized block cultural attractions through the comparison of a literature review and confirmed that the archaized block should connote a sense of community, fluidity, and publicity and highlight the foundation of local culture and field development. Secondly, we selected a case as the main object and compared the correspondence between the communicative and perceptive images of local residents to construct the connection map of the relationship between local residents and the case field. This part consists of two stages: (1) Through the official information and the intervention of Means–End Chain, we confirm the communicative image and perceptive image of this field, including 13 attributes, 12 consequences, and 11 values; and (2) The collected contents of attributes, consequences, and values were merged and converted into 36 variables to form the evaluation basis for the perceptive images of local residents. Finally, we conducted descriptive statistics, factor analysis, correlation analysis, and multiple linear regression through SPSS 20.0, constructed the A–C–V relation link diagram for the relationship between the field of the case with the local residents, and interpreted the content that should be focused on and the logic behind the constructed image of the field. In addition, the analysis has shown that the archaized block’s function is not only meant for tourism, but it also acts as a network information center combining local people, local knowledge, and local cultural resources, thus highlighting the diversity and value of the archaized block. This research not only provides suggestions for the marketing and design organizations of the archaized block to improve the image of the destination, but also to help the inheritance of urban culture. Full article

(This article belongs to the Special Issue Advances in Tourism Image and Branding)

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Review

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21 pages, 1025 KiB

Open AccessReview

Progress and Prospects of Destination Image Research in the Last Decade

by Qi Chu, Guang Bao and Jiayu Sun

Sustainability 2022, 14(17), 10716; https://doi.org/10.3390/su141710716 - 28 Aug 2022

Cited by 15 | Viewed by 4093

Abstract

Destination image influences tourists’ perceptions and opinions of destinations and plays a crucial role in tourist behavior and travel-purchase-related decisions. This study summarizes and reviews 151 pieces of literature on destination image published in six major international hospitality and tourism academic journals in [...] Read more.

Destination image influences tourists’ perceptions and opinions of destinations and plays a crucial role in tourist behavior and travel-purchase-related decisions. This study summarizes and reviews 151 pieces of literature on destination image published in six major international hospitality and tourism academic journals in the last decade (January 2012–February 2022). By combing through the literature, we found that research on destination image in the previous decade has focused on the following four major areas: (1) the structure of destination image; (2) the measurement and branding of destination image, (3) the influencing factors of destination image, and (4) the influence of destination image on tourists’ behavioral intentions. These results revealed and clarified the latest international research dynamics. The findings provide an all-encompassing understanding of destination image, illustrate the academic evolution of the topic, and point to crucial directions for future research. Full article

(This article belongs to the Special Issue Advances in Tourism Image and Branding)

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