Promoting Tourism Destination Image

Journal of Travel Research

31 Pages Posted: 30 Aug 2016

See all articles by Robert Govers

Robert Govers

KU Leuven

Frank M. Go

Erasmus University Rotterdam (EUR)

Kuldeep Kumar

Florida International University (FIU) - Department of Decision Sciences & Information Systems

Date Written: August 1, 2007

Abstract

This article examines the role of tourism promotion as a component of destination image formation. It reports the findings of a study in which 1,100 respondents from around the globe described their previsit perceived image of seven sample destinations, as well as the information sources they used. The findings suggest that tourism promotion does not have a major impact upon the perceptions of travelers and that other sources of information have a much greater bearing on the formation of destination image. As a result, tourism authorities need to understand that successful tourism promotion is dependent on a broad range of external influences. At the same time, the impact of marketing communication decisions on measurables such as revenue, market share, and costs must be carefully assessed.

Keywords: tourism promotion; destination image; information sources

JEL Classification: Z3

Suggested Citation

Govers, Robert and Go, Frank M. and Kumar, Kuldeep, Promoting Tourism Destination Image (August 1, 2007). Journal of Travel Research. Available at SSRN: https://ssrn.com/abstract=2829380

Robert Govers (Contact Author)

KU Leuven ( email )

Oude Markt 13
Leuven, Vlaams-Brabant 3000
Belgium

Frank M. Go

Erasmus University Rotterdam (EUR) ( email )

Burgemeester Oudlaan 50
3000 DR Rotterdam, Zuid-Holland 3062PA
Netherlands

Kuldeep Kumar

Florida International University (FIU) - Department of Decision Sciences & Information Systems ( email )

University Park
BA 250
Miami, FL 33199
United States

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