Can tourism promotions influence a country's negative image? An experimental study on Israel's image
Current Issues in Tourism, cilt.17, sa.3, ss.201-219, 2014 (SSCI, Scopus)
- Yayın Türü: Makale / Tam Makale
- Cilt numarası: 17 Sayı: 3
- Basım Tarihi: 2014
- Doi Numarası: 10.1080/13683500.2013.766156
- Dergi Adı: Current Issues in Tourism
- Derginin Tarandığı İndeksler: Social Sciences Citation Index (SSCI), Scopus
- Sayfa Sayıları: ss.201-219
- Anahtar Kelimeler: tourism brochures, destination image, marketing communications, information source, country image
- Boğaziçi Üniversitesi Adresli: Evet
Özet
According to recent research, countries may have a positive image from a tourism perspective, but they may be seen as lacking from an economic or political viewpoint. As governments and destination management organisations spend large sums of money in promoting tourist attractions, the question of whether these activities also influence other aspects of a country's image becomes relevant. The objective of the research is to determine the effect of tourism promotions on the image of the country and that of the destination as two separate concepts, in the case of Israel, a country subject to continuous conflicts. A 2 × 2 quasi-experimental design is utilised to investigate the influence of tourism promotional brochures. Additionally, a comparative perspective is used to determine whether people from diverse countries and backgrounds may be affected differently by the same information. The findings confirm that tourism brochures influence not only the image of the destination, but also that of the country. These effects are found to be different for respondents from the two different countries compared. The article focuses on understanding how tourism communication strategies may also be used to improve the image of a country, with potential benefits for international marketing and international relations. © 2013 © 2013 Taylor & Francis.