Destination image formation
Mackay and Fesenmaier described destination image formation as “a composite of individual inputs and marketer inputs” (As cited in Aramberri and Butler, 2005, p.60). Hence, image formation has both a supply-side and a demand-side component. That’s why, the way image is formed will be recognized from the point of marketer and individual.
Kotler and Gertner (2011) defined Strategic Image Management (SIM) as "the ongoing process of researching a place’s image among its audiences, segmenting and targeting its specific image and its demographic audiences, positioning the place’s benefits to support an existing image or create a new image, and communicating those benefits to the target audiences " (p. 41). In other words, …show more content…
The fact that the tourism industry cannot cater for each individual separately constructs the foundation of market segmentation. As a result, market segmentation incorporates considering “a heterogeneous market as a number of smaller homogenous markets” (Dolnicar, 2008, p.129). The segmentation criterion or segmentation base is the factor that is employed to classify like-minded consumers. The most common approaches used to segment a tourism market …show more content…
On one hand, push factors are internal motives or forces that drive tourists to search for activities that are likely to lessen their needs. These factors are intrinsic motivation like the desire for prestige, rest as well as relaxation, and social interaction. On the other hand, pull factors are external forces that make an individual select one destination over another. They are useful during the selection of a destination since these factors cause a dissatisfied desire that can induce a feeling of personal deficiency (Hsu and Huang,
Mackay and Fesenmaier described destination image formation as “a composite of individual inputs and marketer inputs” (As cited in Aramberri and Butler, 2005, p.60). Hence, image formation has both a supply-side and a demand-side component. That’s why, the way image is formed will be recognized from the point of marketer and individual.
Kotler and Gertner (2011) defined Strategic Image Management (SIM) as "the ongoing process of researching a place’s image among its audiences, segmenting and targeting its specific image and its demographic audiences, positioning the place’s benefits to support an existing image or create a new image, and communicating those benefits to the target audiences " (p. 41). In other words, …show more content…
The fact that the tourism industry cannot cater for each individual separately constructs the foundation of market segmentation. As a result, market segmentation incorporates considering “a heterogeneous market as a number of smaller homogenous markets” (Dolnicar, 2008, p.129). The segmentation criterion or segmentation base is the factor that is employed to classify like-minded consumers. The most common approaches used to segment a tourism market …show more content…
On one hand, push factors are internal motives or forces that drive tourists to search for activities that are likely to lessen their needs. These factors are intrinsic motivation like the desire for prestige, rest as well as relaxation, and social interaction. On the other hand, pull factors are external forces that make an individual select one destination over another. They are useful during the selection of a destination since these factors cause a dissatisfied desire that can induce a feeling of personal deficiency (Hsu and Huang,