L10_Perception and Image of Destinations(1)

L10_Perception and Image of Destinations(1) - + 1 Lecture...

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+ Lecture 10 Perception and Image of Destinations 1 THM1311 Introduction to Tourism and Hospitality
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+ Chapter 12 Understanding the Concept of Destination Image Objectives Explain the importance of perception on travel decision. Understand the process of perception. Find Implications for marketing/advertising/product development. 2
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+ Definitions of Destination Image Image is a mental representation of attributes and benefits sought of a product (Arrebola, 1994). Destination image is the mental construct developed by a potential tourist on the basis of a few selected impressions among the flood of total impressions 3
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+ The Nature of Destination Image Complex – more than one interpretations Multi-dimensional – multiple factors make up the identity of a destination Relative – Subjective and comparative Dynamic Time: Formation of destination image is a process Space: Location specific 4 Source: Gallarza, Saura, & Garcia (2002)
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+ The Process of Perception The quantity of information received is distorted by how that information is perceived. The key word is “ perceived, ” for we buy based not so much upon what information is actually presented to us, but on how we perceived that information. It is important to consider the factors that influence image formation. 5
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+ How Destination Images Are Formed? An organic image is formed as a result of general exposure to newspaper reports, magazine articles, television reports, and other specifically non- tourist information. An
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This note was uploaded on 04/25/2011 for the course TOURISM & 1311 taught by Professor Lee during the Spring '11 term at Temple.

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L10_Perception and Image of Destinations(1) - + 1 Lecture...

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