How Can Events Contribute to Destination Image Enhancement

9 September 2016

How can events contribute to destination image enhancement? Give example. A destination images is a psychological concept, studied in multitudinous fields, refers to an individual’s perception acquired regards to a particular destination. In tourism studies, the term destination image generally refers to tourist based image. Crompton (1979) defined destination images as the summation of ideas, beliefs and impressions that a persona has of a destination. Furthermore, Milman and Pizam (1995) illustrated destination image as a combination of natural, social attributes, cultural and the infrastructure of the destination.

An image of a destination can be enhanced, revolutionized or even destroyed from staging up an event. Events can have several impacts towards the host country, mainly economic, cultural, social and environmental. As an important motivator, events can increase tourists to a region, provide employment, generate revenue which may positively impact on the economy in the region and build brand equity (Getz 2008, Richie & Daryl, 2004). It can also improve the image of the destination for the visitors, as well as to the own community, which may also represent as positive social benefit (Boo & Busser, 2006).

How Can Events Contribute to Destination Image Enhancement Essay Example

Yet however research and analysis found that economic benefits from events are disaggregated, where some of the businesses are actually doing worse off during the event (Putsis, 1998). To overcome the arising question of a host country, “how to achieve and leverage long term economic gain”, special attention were brought onto image enhancement as it entitle the capability to shape tourist perceptions of the region and thereby delivering a long term economic gain (Kotler et al. , 1993).

Knowing that image enhancement is part of the solution to resolve and improve economy in a long-run, the challenge ahead will be how host country can optimises the effect of an event to contribute to destination image enhancement due to the fact that tourists are more likely to travel to a destination with stronger and positive image (Woodside & Lysonski, 1989). An image that a person possesses of a particular destination can be influences by information from different sources.

With technological advancement, improved media management techniques was developed to optimize media broadcasting coverage of an event, enhancing the effects of events on the host destination’s image (Chalip, 2002). Using quantity and content of images and stories of the destination, destination image can be methodically enhanced by harmonizing them into the event. This may be achieved when there is a strong linkage between the advertising and reporting of the event and the host destination. The use of event imagery and mentions in promotions as well as advertising can also enhance the image of the host destination (Richie & Daryl 2004).

As for event advertising, a fundamental linkage between the host destination and event must co-exist. Identifying the key aspects of the host destination which are likely to appeal to the target audience is essential. Such key aspects include famous icon, natural features, special characteristics or climate. These features can be exploited and infuse as background visuals or attributing these aspects of the host destination into advertising the event which most likely will contribute to destination image enhancement (Richie & Daryl 2004).

Events generally will captivate reporters and most of them will be reporting on the event itself, generating little coverage of the host destination. Like all other media, reporters seek interesting background material to provide colour for their report of the event. To enhance the image of the destination, the host can provide that colour using the aspects of the destination, assisting reporters by providing them useful stories and locating places with extraordinary sceneries (Richie & Daryl 2004).

Doing so, these will not only increase the coverage of the host destination, but also minimize the possibility of negative coverage. One such event that successfully demonstrated these strategies was the Sydney Olympic Games. With 15,000 unaccredited media arrived to the Sydney games, a media centre was specifically created. The Australia Tourism Commission understood that when there was a lack of facilities and support given to these media, they would prone to write negative stories about the host city and country, which will eventually resulting to negative destination image.

By opening a media centre, high rate of satisfaction was surveyed out by the users. Press conference and stories about Australia was provided to these media and journalists during the games to help them write interesting and positive stories about the destination and event that showcased the country (Chalip, 2002). Another tactic used by Seoul Olympics to increase the destination’s exposure and images was showcasing their key aspects of the city during the games. Marathon route was strategically plot out to showcase the city, park and Han River.

Correspondingly, television cameras and photographer were stationed at angles which will provide the best views of the city, river and parks. Hence after, visual of these images will be in television coverage, newspaper and magazines, showcasing and increase the destination’s exposure positivity (Richie & Daryl, 2004). Events on the flipside can be use as a strategy of correcting negative image or changing perceptions of a destination (Ahmed, 1991). Six techniques proposed by Ahmed (1991) to reposition a destination’s image.

These includes: using selective promotion, scheduling mega-events, bidding to host international travel and tourism conventions, capitalizing on positive images of component parts, organizing familiarization tours and taking advantage of a negative image. Conversely, poor organization and management of event may lead in negative image of a destination. Inadequate matching of events and destination may cause negative brand building, eventually results to negative image (Jayswal, 2008).

Similarly, event may circumscribe to the destination’s image as more involvement will be on the event itself, rather than the destination which will have not a long term effect. One such event was the 1995 Smith’s Balloon Festival. Suh (1996) evaluated that the event posted negative impacts on the image destination, due to the poor organization of the event studied. Staging up an event in effort to enhance a destination image must undergo careful and precise planning and organizing. Various strategies are available and when use correctly during an event, will help in enhancing an image of the destination. 965 words) References Ahmed, Z. U. (1991). Marketing your community: Correcting a negative image. Cornell HRA Quarterly, February, 24-27. Boo, S. , Busser, J. A. (2006). Impact analysis of a tourism festival on tourists destination images. Event Management, 9, 223-237. Chalip, L. (2002). Using the Olympics to optimise tourism benefits: University Lecture on the Olympics. Retrieved from http://olympicstudies. uab. es/lectures/web/pdf/chalip. pdf Crompton, J. L. (1979). An assessment of the image of Mexico as a vacation destination and the influence of geographical location upon that image.

Journal of Travel Research, 17, 18-24. Getz, D. (2008). Event Tourism: Definition, Evolution, and Research. Tourism Management, 29, 403-428. Jayswal, T. (2008). Events Tourism: Potential to build a brand destination. Conference on Tourism in India – Challenges Ahead, 252 – 262. Kotler, P. , Haider, D. H. , Rein, I. (1993). Marketing Places: Attracting Investment, Industry, and Tourism to Cities, States, and Nations. New York: Free Press. Milman, A. , & Pizam, A. (1995). The role of awareness and familiarity with a destination: The central Florida case.

Journal of Travel research, 33, 21-27. Putsis, W. P. (1998). Winners and losers: Redistribution and the use of economic impact analysis in marketing. Journal of Macromarketing, 18, 24-33 Richie, B. W. , Daryl, A. (2004). Sport Tourism: Interrelationships, Impacts and Issues. Great Britain: Cromwell Press. Suh, J. (1996). Impact of a special event on the image of a host region. Unpublished MS thesis. University of Utah. Woodside, A. G. , Lysonski, S. (1989). A general model of traveller destination choice. Journal of Travel Research, 17(4), 8-14.

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