Green Destination Image: Construction, Projection, Perceptions

Abstract

This thesis reports on a program of research that investigates the meaning of green destination image (GDI). Extending traditional destination image theory, this research develops and explores a new integrated model of GDI. The new GDI model contains three phases of analysis, perspective and understanding: construction of tourism offerings by stakeholders; projection of tourism experiences through marketing channels, and perception by tourists of the destinations. It contains three psychological components, namely: cognitive (information), affective (emotions) and conative (intentions). It contains three information sources, namely induced, autonomous and organic. It also recognises that perception may be influenced by individual tourist personality factors not considered here. Using a case study approach, the GDI model is tested in the Patagonian region of Chile, which is perceived in the tourism industry as a remote, lifetime-list destination with nature and scenery as primary attractions. Five individual case study sites are compared: Huilo Huilo Biological Reserve; Lake Llanquihue Basin and surroundings; Chiloe Island; the Carretera Austral; and Torres del Paine National Park. Within each case study site, multiple sources of empirical observations were collected including in- depth interviews, site observations and content analysis of marketing materials. This multi site, multi method approach facilitated a deep investigation of how and why individual stakeholders’ perceptions and experiences contribute to the GDI model.