Travel Reference
In-Depth Information
Implications for tourism marketing
The study provided an alternative method to understand destination image issues, which scholars
agree are important, diffi cult to measure and related to individuals' subjective and emotional
feelings. The qualitative interview with the photo elicitation approach applied in this study
allowed an in-depth investigation of the formation of pre-visitors' destination image and their
information sources leading to destination brand confusion. The results suggest several managerial
policies and individual implications. It provides useful insights into the factors that infl uence the
occurrence of brand confusion for tourist destinations through image and branding.
The study discussed different types of destination brand confusion which are useful to DMOs
to determine the different factors that contribute to different types of confusion. In addition to
the key results on brand confusion, the image of a destination that tourists hold prior to visiting
revealed interesting aspects for destination marketers to address in communications strategies.
It is also important to understand how potential tourists perceived unvisited destinations, in
order to communicate the right message to travellers. The results also revealed that the occurrence
of brand confusion was more likely to affect travellers who were highly involved and intend to
visit, which shows the signifi cant consequences of brand confusion during the early consideration
stage of decision making. This indicates the need for tourism marketers to examine more closely
the factors that affect brand confusion in a tourist destination, as this stage of decision making
would greatly affect an alternative choice of destination. Therefore the results of brand confusion
suggest DMOs need to design effective marketing strategies for potential tourists at the early
stage of decision making, especially during information search processing stages. Different types
of information sources also provided a better understanding of how they infl uence destination
image. This also refers to information search as a method to reduce confusion, which could
suggest to destination marketers the importance of providing a trustworthy information source
to avoid confusion.
Despite the different sources/types that have an infl uence on the occurrence of brand
confusion, this study also highlights the importance of the emotional attachment consumers
displayed toward the unvisited destination, which related to the occurrence of brand confusion.
An important aspect of brand experience of an unvisited destination shows how potential
tourists hold strong destination images based on a narrow set of considerations of positive
attributes. This emphasizes the benefi ts of positive and affective images in destination marketing.
Those positive aspects were primarily brought into the consideration set when potential tourists
evaluated their choice of destinations. Even though confusion was found, positive images still
attract travellers to visit a destination. The study found that confusion was usually counteracted
by positive destination attributes due to the pleasurable and hedonic experiences of a tourism
product that most tourists are looking for. Therefore, the results reiterate that DMOs should
develop and promote a strong destination brand at all stages of destination awareness formation
and destination selection.
Moreover, the importance in promoting positive images of a tourist destination was found to
play a signifi cant role in attracting potential tourists to a destination. Promoting the unique
image of a destination is suggested to destination marketers as this would help in reducing
confusion among destinations. A related outcome of brand confusion about a tourist destination
also provides an in-depth understanding of the concept of confusion which can help DMOs to
adopt a suitable marketing strategy in order to promote the destination as well as reduce
confusion among potential tourists. The concept of destination brand confusion provides
practical and useful strategies for further development in destination marketing practices and to
academics in terms of theory development.
