Image and satisfaction

Relationship between the perceived image and perceived reality of a destination.

Kye-Sung Chon.

Image and decision making

The choice of a tourist destination by consumers has been a significant area of research in marketing, although one of the specialists in the matter pointed out that the role of image in determining the choice of tourist consumers, particularly a holiday destination, and the influence of promotional operations of the offer, has not been widely studied by economists or geographers, as it has been considered more of a field of study within social psychology and sociology” (Stabler, 1988)

Phases

First of all, we would have to differentiate between a “dreaming phase”, which involves speculation over the holiday and the ideal destination, and an information collecting phase in order to find out about the range of possible holidays and destinations during which time a destination is chosen and a specific booking is made (Goodall, 1990).

Preferential and evaluating image

It is possible, therefore, to distinguish the “preferential image” from the ideal holiday. Subsequently, consumers construct the so-called “evaluative image”, upon which they compare the different holiday opportunities within their reach. Another type of image that can be distinguished in this process is the so-called “factual or simple image” of each destination, derived from information, pamphlets, travel agencies, friends, etc. This image, which is formed or was already in existence, may refer to destinations the consumer takes into consideration

(Goodall, 1988).

Purchase risk and image

Risk in the purchase is minimised in several ways:

• By opting for familiar products

• By lowering expectations

• By maximising knowledge regarding the product or service

Advertising

Advertising-

The paid insertion of messages in the mass media or specific media with the purpose of influencing the attitudes and behaviour of the recipient regarding a certain company, institution, brand, product or service.

Characteristics

• It is public. Whereby the buyer expects others to perceive the product or service they purchase in the same way as they do.

• It is persistent. It allows multiple repetitions of the message. Besides, large scale advertising suggests certain success or popularity for the advertiser.

• It offers the possibility of a dramatic presentation of the product or service.

• It is impersonal. It does not allow for dialogue with the recipient

The formula AIDA

• Attraction

• Interest

• Desire

• Action

Types

• Generic advertising

• Brand advertising

• Institutional advertising

Tourism advert

The epigraph “transport, travel and tourism” occupied the ninth place in the ranking of advertising investment by sector in 2003, with a total of 178.27 million euros even though tourism is in Spain one of the main sectors of economic activity.

Advertising use

Reasons for the low use of advertising

• Atomization of the industry

• The strong dependence of destinations and hotel companies on tour operators

The need to reach markets which are occasionally distant and unknown to the advertiser, which entails very high costs

Planning

1. Aims

2. Audience

3. Messages

Goals

• Informative advertising

• Persuasive advertising

• Reminder advertising

The message

1. Drawing the message

2. Campaign style

1. Newspapers

2. Magazines

3. Radio

4. Television

5. Outdoor