Destination image has a strong influence on tourists' decision-making. Image represents tourists' " "mental picture formed by a set of attributes that define the destination in its various dimensions" and "exercises a strong influence on consumer behaviour in the tourism sector" (Beerli and Martin; 2004: 623).
Increasingly, tourists seek experiences, rather than products, and place high value on destinations that offer authenticity and sense of place.
Destination Management Organisations ((DMOs) strive to keep pace with these trends as part of promoting and positioning their destinations in a dynamic global market.
This assessment is about exploring the conceptual and theoretical concepts and frameworks of destination image, sense of place, authenticity and commodification, and how they relate to tourist consumer behaviours. In this assessment, you are required to do the following:
(1) Identify and discuss components of destination image, authenticity and sense of place, and explain how they relate to tourist consumer behaviour.
(2) Apply conceptual and theoretical concepts and frameworks to the marketing and management of Australia as a destination.
Examples of conceptual and theoretical concepts and models relevant to this assessment include (but are not limited to):
Destination image
• Gunn (1988) - phases of the travel experience, organic and induced images
• Echtner & Ritchie (1991) - components of destination image, functional characteristics, psychological characteristics
• Baloglu & McCleary (1999) - image formed by both stimulus factors and tourists' characteristics
• Kotler & Gertner (2004) - country as brand, authenticity Travel motivation and consumer behaviour
• Plog (1974) tourist motivation model allocentrism/ psychocentrism and energy
• Dann (1977) - push and pull factors
• Crompton (1979) - motives, e.g. relaxation, exploration and evaluation
• Mill and Morrison (1985) - relate Maslow's theory to travel motivation
Think about how you can apply conceptual and theoretical concepts and frameworks to Australia as a destination.
This is important to ensure you cover all aspects of the assessment. Here is an example: Echtner and Ritchie (1991) examined the concept of destination image.
A framework was presented that suggests ....(continues). Applying this framework to Australia, the following characteristics can be identified within the current tourist marketing campaign (continues) Format: Report of 1800 words +/-10%. Your report should contain the following elements.
1. Title page
2. Executive summary
3. Table of contents
4. Introduction
5. Body
6. Conclusion
7. References List
8. Appendices where applicable
This assessment must be submitted in compliance with the following:
You should make significant references to the subject material and substantial wider reading.
A minimum two (2) academic (books & peer-reviewed journal articles) & two (2) other sources (newspaper article, trade publications, websites, etc.) must be used per post.
These should be referenced in the APA style, both in-text and in a reference list. References to ‘Wikipedia' or similar unsubstantiated sources will not be accepted.