27-May-14
Tourism destination image
Tourism destination image
Introduction;
The tourism industry is a rapidly growing yet competitive industry of present times. Meanwhile, the demand of the field in the light of consumer satisfaction with ever changing environmental factors that require a vigilant approach supporting constant upgradation for sustainable development. Thus, it is essential to determine and acquire information regarding the relationship between destination image，satisfaction of international tourists and behavior attention of international tourists. The referred features of investigation are directly relevant for the exploration of the element of an image that renders major influence to comprehend and respond to the demands of customer demanded tourism products. The element of image depicts the set of belief, ideas, impression and perceptions that an individual develop of a place, product or destination.
The role of image renders core impact on the choice of consumer in the selection of destination in the tourism industry. The purpose of the analysis of the 'image' of a destination from the consumer's point of view enable to make necessary changes in the strategy to acquire business by understanding market competition, consumer demand and self positioning for the development of an efficient marketing strategy. The presented study aims to analyse the very influence and research the relationship between the three elements of destination image，satisfaction of international tourists and behavior attention of international tourists make suitable marketing strategies of Melbourne tourism.
Executive Summary;
The presented study aims to investigate the impact of the features of destination image，satisfaction of international tourists and behavior attention of international tourists on the destination visitation. The study is drafted over the two main objectives two main objectives. The first is to determine the relationship between destination image，satisfaction of international tourists and behaviour attention of international tourists. The second is to develop marketing strategies through analyse the relationship between the three elements. The purpose of the investigation is to devise marketing strategies that could earn consumer confidence and choice to enhance revenue by introducing high-level international sporting events. The obvious observation of the state made it necessary that prompting the patterns of consumer choice should necessarily be adopted to supplement the sports tourism resources development strategy. The destination specific investigation made it evident that Melbourne is facing rigorous challanges with an obvious opportunity. Challenge in terms of ever growing competitiveness, product and opportunity to develop an efficient product brand strategy with the exposition of the relationship between destination image and behavioral intentions between tourists. The descriptive analysis over the objectives determined the fact that the brand strategy of Melbourne is working efficiently in the spectrum of service Infrastructure and Destination Environment. The investigation is made with the exploitation of historical data and investigation with sampling method. The observation carried to measure the interconnection determined the factor that directly influences consumer choice. The study determined obvious relationship between customer satisfaction and destination image. The features that renders impact on destination image are directly related to the elements of satisfaction of a consumer that includes food, transportation and events hosting. The survey investigation provides information to further support of descriptive analysis to investigate the behavioral intentions and patterns of international tourist. Likewise, the investigation over the destination image of Melbourne was evaluated from the perception of international tourists. The observation over the return of tourist will also investigated from the perception of international tourists. Henceforth, the interrelated aspects of consumer satisfaction and destination image were explored to add efficiency to the marketing plan of the destination. Melbourne faces and related policy recommendations based on this theory suggests modifications over the destination marketing plan.
Conclusion;
The presented study explores the relationship between tourism destination brand and international tourists behavioral intention Melbourne. The Investigation provides an insight of the features that earn customer satisfaction for image building of destination. Such a retrieval of exact relationship will enable to develop more efficient and appropriate for the destination brand strategy to avoid certain risks. This will have important implications for improving disciplines. The study amply supported the concern of investigation by upholding the option of sport events celebration with associate strategies to bring considerable innovation in image building of Melbourne. The positive factors of the destination were opted to be exploited to earn customer satisfaction with the enhancement of destination attributes to match the objective of gaining information of the relationship between destination image，satisfaction of international tourists and behavior attention of international tourists. Henceforth, suitable modifications were being suggested to the destination for consideration in the marketing plan of the image of Melbourne. The results of the investigation lacks ample evidence for the abrupt contact between the destination image,customer satisfaction and customer revisiting intention. Thus, a necessary refined study is required over the domain of investigation to explore between the destination image, customer satisfaction and customer revisiting intention. Such a study will be a great addition over the literary investigation for constructive utilization in scholarly researches.
References;
Echtner, C.M..a.J.B.R., 2003. "The meaning and measurement of destination image.". Journal of Tourism Studies 14.1 , pp.37-48.
Govers, R.a.F.M.G., 2004. "An Investigation into Tourism Destination Image: Consumer Decision Making in Virtual and Physical Spaces." Ph. D. Workshop.
Govers, R.F.M.G.a.K.K., 2007. "Promoting tourism destination image.". Journal of Travel Research 46.1, pp.15-23.
Tasci, A.D.W.C.G.a.S.T.C., 2007. "Conceptualization and operationalization of destination image.". Journal of hospitality & tourism research 31.2 , pp.194-223.
