Travel Reference
In-Depth Information
which share particular geographical characteristics such as sun, sand, beach, and jungles and
wildlife. Some countries in the South East Asian region also share similar culture and history. To
explore destination brand confusion a qualitative methodology was chosen to facilitate in-depth
understanding. The main reason for using a qualitative approach is the relatively new and
therefore still under-researched concept of brand confusion, especially in the tourism context.
Moreover, the method employed is an in-depth interview with a photo elicitation technique in
order to gain a deeper understanding of the occurrence of brand confusion of potential tourists
during their early stage decision processes, which provides a quite novel approach within tourism
marketing research.
Photo elicitation approach
Photo elicitation is the process of using photographs in an interview to act as a stimulus to the
questions (Harper 2002). Photographs used in this study were researcher-assembled as a tool for
framing questions to allow respondents to refl ect upon their feelings and thoughts about the
photographs (Scarles 2010). Albers and James (1988) also claim that photographs in tourism
are used to gain understanding of the tourist experience and the process of representing the
tourist destination. The use of photos might be the best way to communicate the concept of
destination branding and any possible confusion. Scarles (2010) concludes that visual research
could become a platform for sharing encounters and facilitating mutual exchange that 'ignites'
tourism experiences.
Since tourism is uniquely visual, photographs are a key successful agent in creating and
communicating an image of a destination (Mackay and Fesenmaier 1997). Also a destination
brand itself is an abstract notion that comprises different attributes and images of the
destination. Moreover, the concept of brand confusion is referred to as an emotional state of
mind which is diffi cult to capture through words alone, as people who are in a state of confusion
may not want to share their frustration or mistaken beliefs with others, as this could cause them
embarrassment (Walsh and Mitchell 2010). However, Harper (2002) argues that photo elicitation
during conversation offers comfort, security and contemplation to respondents through a focus
on the photographs. Moreover, Scarles (2010) also claims that the use of the visual can facilitate
rapport, as participants reach out, touch or hold the photograph around which conversations
develop; thus, within a photo elicitation interview, a mutual vulnerability that emerges as both
researcher and participant open themselves to each other. The versions of photo elicitations
adopted in this research are to provide visual stimuli to encourage participants to reveal their
conscious and unconscious feelings, their views and their thoughts.
The intangible aspect of confusion, therefore, is depicted through the use of a visual technique
that would otherwise be excluded from the conversation. The images of the destination applied
were represented by the destination attributes which aimed to investigate the sources and types
of confusion that affect tourists' decision-making and the possible consequences this confusion
holds for destination branding. With the use of this method, this study attempted to obtain
participants' perspectives in terms of destination image, information search and sources and to
present them with a range of stimulus material to inform a discussion on how destination
branding is linked to brand confusion (Patton 1990).
This qualitative approach, especially the photo elicitation technique, aimed to create
conversation and elicit meanings, opinions, perceptions and behaviour. In terms of sample, the
selected participants were potential tourists to Thailand who were in an early stage of decision-
making and had never been to Thailand before. By selecting these groups, the intention was to
minimize the infl uence of previous knowledge and direct experience of Thailand prior to the
