Image image measurement and their influence on the destination decisions context of tourism industry

Abstract

Research suggests that brand image plays an important role in the creation of powerful brands. Brand images evoked in the consumers minds may lead to related purchase decisions and associated purchase behaviours. This study examines issues in brand image measurement especially measurement of consumer imageries using visual cues. In line with role of brand image in marketing we have taken destination image relating to the tourism industry as the context of the study. With reference to the limitations and research gaps in destination image measurement studies, this study addressed the following research objectives: 1.Do images get formed based on visual stimuli? Therefore can imageries be captured in terms of visual cues? 2.Do extent of imagery processing influence consumers decision to visit a destination? 3.Do individual differences in terms of imagery processing, namely visualizers vs. verbalizers influence purchase intent (decision to visit a destination)? Prior studies have shown that imagery influences the whole consumption experience (i.e. influences the pre, during and post visit experience) and hence the imagery component is more important than the attribute based component of the destination image. The research gap in destination image measurement has been of not being able to capture the imagery component of the destination image and was related to use of structured or quantitative approaches over unstructured or qualitative approaches in destination image measurement and use of verbal techniques over visual techniques to capture destination imageries in visual dominated domain like tourism. The purpose of the study was to examine an approach to measurement of imageries using only visual stimuli without being destination specific using a combination of semi structured and structured approaches. Further the study also assessed the extent of imagery processing as well as the style of processing of the respondents and their influence on the destination decisions, relatively less explored in the tourism.