A qualitative system dynamics approach to understanding destination image
Author(s)
Tegegne, Wondowossen Anteneh
Moyle, Brent D
Becken, Susanne
Year published
2018
Metadata
Show full item recordAbstract
Destination image formation is a complex, multifaceted process that has been examined extensively by tourism scholars. However, previous studies often used a predetermined list of tourism-specific attributes to measure destination image, leading to a lack of empirical research on destination image as a holistic concept. Consequently, this paper employed a qualitative system dynamics approach to investigate the destination image of Ethiopia in Japan. Results indicated that the Japanese had a positive image of Ethiopia focused primarily on diverse products, friendly people and culture, coffee and great marathoners. In contrast, ...
View more >Destination image formation is a complex, multifaceted process that has been examined extensively by tourism scholars. However, previous studies often used a predetermined list of tourism-specific attributes to measure destination image, leading to a lack of empirical research on destination image as a holistic concept. Consequently, this paper employed a qualitative system dynamics approach to investigate the destination image of Ethiopia in Japan. Results indicated that the Japanese had a positive image of Ethiopia focused primarily on diverse products, friendly people and culture, coffee and great marathoners. In contrast, the results also indicated negative image due to concerns over poverty, peace and security, as well as poor service and infrastructure. Based on this study, a qualitative system dynamics conceptual model of destination image was designed for system analysis, problem identification and system intervention towards a desired outcome in market positioning. Future research should focus on testing and validating components of the qualitative system dynamics model, specifically to explore the relative utility of the technique in other tourism contexts.
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View more >Destination image formation is a complex, multifaceted process that has been examined extensively by tourism scholars. However, previous studies often used a predetermined list of tourism-specific attributes to measure destination image, leading to a lack of empirical research on destination image as a holistic concept. Consequently, this paper employed a qualitative system dynamics approach to investigate the destination image of Ethiopia in Japan. Results indicated that the Japanese had a positive image of Ethiopia focused primarily on diverse products, friendly people and culture, coffee and great marathoners. In contrast, the results also indicated negative image due to concerns over poverty, peace and security, as well as poor service and infrastructure. Based on this study, a qualitative system dynamics conceptual model of destination image was designed for system analysis, problem identification and system intervention towards a desired outcome in market positioning. Future research should focus on testing and validating components of the qualitative system dynamics model, specifically to explore the relative utility of the technique in other tourism contexts.
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Journal Title
Journal of Destination Marketing & Management
Volume
8
Subject
Policy and administration
Marketing
Tourism