RESEARCH PROPOSAL

TITLE

THE ROLE OF DESTINATION IMAGE ON TOURIST BEHAVIOR: A STUDY ON THE

DOMESTIC AND FOREIGN TOURISTS TRAVELLING TO SELECT DESTINATIONS IN
IDUKKI DISTRICT, KERALA.

Megha Mary Michael

Assistant Professor

SCMS School of Technology and Management

Kochi
ABSTRACT

The proposed research study titled The role of destination image on tourist behavior: A study on the
foreign and domestic travelers traveling to select destinations in Idukki District, Kerala is an exploratory
study on the destination image perception of tourists travelling to Idukki district, Kerala. The perspective
is one of Marketing, particularly, Consumer Behavior. The study would look at the tourist perceptions
and evaluation of the destination image of the selected destinations. The differences in perception would
be analyzed in terms of nationality and other socio demographic variables, destination variables and
perceiver variables. The study will confer practical relevance to the results for strategic marketing
planning in the region. This would help better the tourist perception of the region and thereby devise
better tourism promotion materials and tools.

Key words
Destination, Destination Image, Destination Personality, Image, Tourism Marketing, tourists, Tourist
Perception
1. Introduction

A sector that contributes extensively to economic development of countries, tourism is considered an

interesting area of study. With world tourism industry poised for growth, academicians and practitioners
alike are keen on exploring the factors in creating a successful destination. Today, high competition
among tourist destinations can be identified. Hence, the number of research being conducted on the
different aspects of destination marketing is on the rise. While different facets of successful destination
marketing have been studied, of great importance is the research on the destination image management.
Destination image has been suggested as a major factor determining destination choice and hence
acknowledged as a relevant construct when analyzing success and as a means of improving destination
marketing. Recognizing the images that tourists have of a tourist destination is necessary to identify its
strength and weaknesses to promote it efficiently in the marketplace and to guarantee competitive
success. Consequently, it is important to develop a positive destination image among the tourists to
achieve a real time competitive advantage.

2. Theoretical Background

Destination image has been a term, the exact meaning of which is often a concern among researchers. It
can be applied in different context in different ways ranging from that which is the publicly held
stereotype to that held by the individuals. It can also mean the image projected by the tourism promoters.
Besides, the term image itself is used in different meanings in different fields of study. However, the
most cited earliest definition of destination image is that of Crompton (1979). He defines destination
image as

The Sum of beliefs, ideas and impressions that a person has of a destination.

Later studies, however, identified the importance of destination image that is held by a group of people.
Lawson and Baud Bovy thus, created a definition that encompasses both the personal image and the
images shared by groups at large.

The expression of all objective knowledge, impressions, prejudices, imaginations and emotional
thoughts that an individual or group might have of a particular place

Here, the need for holistic identification of destination image is emphasized. This includes the different
components namely cognitive and affective. While the preliminary research examined only the cognitive
dimension of destination image, more recent studies (Kim & Richardson, 2003, Pike & Ryan, 2004)
examines the affective evaluations of destinations.

2.1 Destination Image Formation

The organic, induced and modified image dimensions introduced by Gunn (1972) forms the centerpiece
of any discussion on destination image formation. Organic Image is identified as those formed as a result
of non commercial information and induced image as that resulting from the destinations information
directed at potential markets. The notion of Modified image, brought in later studies, is formed after the
visit to the destination. Gunns stage theory shows that potential visitors, non visitors, first time visitors
and repeat visitors may have different image perception of the destination. In the similar context, Phelps
(1986) has also used the terms Primary and Secondary Image Primary, based on the experience of the
destination and Secondary, formed through communication, corresponding to the induced image.

Studies have also shown that image formation depends on both the perceiver and the stimulus object-
destination. Crompton (1979) identifies destination image to be both person-determined and destination
determined. Woodside & Lysonski (1989) suggests that destination awareness is dependent on marketing
and traveler variables. Thus, studies look at destination image as both organic and induced and both
dependent on destination and traveler variables.

3. Research Questions
The research looks at the role of destination image in the context of tourism in select destinations in
Idukki district, Kerala. The perspective is that of Marketing, especially, consumer behavior. The study
would look at the tourist perceptions and evaluation of the destination image of the selected destinations.
The central research question to which a solution is sought is whether there is a difference in the
destination image perception of domestic and foreign tourists. Further the research also seeks to study the
destination image in relation to other socio demographic variables. The research also seeks to identify
destination image from the perspective of tourist specific variables and destination specific variables.
Thus the central research questions are:
If there exists a perceptual difference among domestic and international tourists with respect to the
destination
Whether or not destination image depends on socio demographic characters of the tourists
Whether or not past travel behavior and tourism context play a role in the destination image formation
Whether or not destination image affects the future travel behavior
4. Research Objectives
From the research Questions raised, the following research objectives are identified:
To study the image of select tourist destinations in Idukki district as perceived by foreign and
domestic tourists
To explore the role of selected socio demographic variables on destination image
To examine the role of selected past travel behavior on destination image
To investigate the impact of perceiver related variables on destination image
To study the role of destination image on future travel behavior
To investigate the role of destination related attributes in destination image formation
5. Scope of the Research
The study aims at enriching the existing knowledge base on destination image. The study would
contribute in clarification of the term image, in particular, destination image. The various determinants
of destination image would also be assessed which would add on to the tourism research knowledge. The
study aims at contributing to the consumer behavior area by identifying the role of individual image-
destination image congruity.
However, the most practical contribution of the study would be to the marketing initiatives taken up by
the District Tourism Promotion Council of Idukki District, Kerala. The study being the first of its kind in
this region, would throw lights on the existing destination image of the tourist destinations in the district.
In particular, the difference in perception, if existing, between foreign and domestic tourists would
enhance the strategic marketing planning initiatives undertaken to better the tourist appeal of the
destinations. The statistics by the Tourism Ministry of India shows a disparity between the foreign and
domestic tourist travels. While Kerala does not figure in the top ten destinations visited by domestic
tourists, the state ranks 8th in terms of foreign tourist visit in 2012. (Source: The website of Indian
Tourism Ministry www.tourism.gov.in). Whether this is because of the destination perception is not
known. However, the study would look at studying this disparity from a limited perspective in Idukki
District, Kerala. Hence the study will confer practical relevance to the results for strategic marketing
planning in the region.
6. Research Design
The study is exploratory in nature. Hypotheses needs to be formed and tested in order to explore the
relationship between variables. The destination chosen is Idukki district, Kerala. The selected tourist
destinations in the region include Peermade, Idukki, Munnar and Thekkady. These destinations are
chosen because they constitute an administrative region under the Idukki District Tourism Promotion
Council and special marketing is in place.
The research is based on both primary and secondary data. Literature on Image, Consumer behavior,
Destination and destination image in particular would be analyzed. This forms the basis of the theoretical
backdrop of the study. Further, information on Idukki district as a tourism destination will also be studied.
Primary data would be collected from a sample representative of the population.
The population of interest would be tourists visiting the selected destinations in Idukki district during the
period of study. The sampling method is non probabilistic as the exact number of tourists visiting the
location is not known.
Conclusion
Thus the proposed research is an attempt to study destination image in the perspective of consumer
behavior with special emphasis on Idukki District, Kerala. The study looks at expanding the literature on
destination image and to give a practical base for practitioners and marketers to better position the
destination image so as to attract better tourism in the region.

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