The importance of destination image analysis to UK rural tourism

Abstract

Purpose -The Forest of Dean attracts relatively low numbers of staying visitors and low visitor spend. The paper aims to explore the image of this destination and identify the potential to visit along with any underlying factors that may deter visitors. Design/methodology/approach -A mix of qualitative and quantitative methods were used to gather and analyse responses to an online survey. Respondents offered a range of words and pictures from which they were asked to select those they felt best represented the destination, and also then asked to explain their selection. Quantitative data were also analysed for frequency of occurrence. A content analysis of qualitative data was conducted to generate destination image clusters of the Forest of Dean. Findings -The findings show there is a very positive and unique image associated with the Forest of Dean among previous visitors, with many expressing an intention to visiting the area again.Research limitations/implications -Although response rates are relatively low, and results are heavily concentrated on actual visitors, the research provides very broad ranging and meaningful data that have offered a deeper and richer insight into the image of the Forest of Dean. Practical implications -The paper has provided important data from which new competitive brand image strategies can be developed for the destination. The paper also provides a first step towards a comprehensive image analysis for the Forest of Dean, from which future promotional strategies can be developed. Originality/value -Many visitor guides promote UK rural destinations on their superb scenery, relaxation, outdoor leisure activities, quality accommodation, locally-sourced food, a range of attractions and a full calendar of events and festivals. To date there has been very little research carried out on UK rural destination brands and no academic research carried out on the image or branding of the Forest of Dean as a unique rural destination.

Meeting the needs of the Millennials and Generation Z: gamification in tourism through geocaching

“…The smart tourism literature tends to stem from the literature on smart cities, and thus is heavily focussed on urban destinations (Buhalis and Amaranggana, 2014). While urban tourism remains an important area of research focus, rural tourism destinations continue to receive far less attention in the literature (Greaves and Skinner, 2010;Quadri-Felitti and Fiore, 2016). Buhalis (2000) has identified the need for integration of effort amongst a range of service providers in order to create a successful tourist product.…”

Analysis Of The Dimensions Of The Destination Image Of Bukovina’s Touristic Village

“…Previous studies have shown that in the process of choosing a destination for one's next holiday, one of the factors influencing the decision is the destination image (Gartner, 1994;Baloglu & McCleary, 1999;Chi & Qu, 2008;Greaves & Skinner, 2010). If people promoting a destination understand the development process of a destination image, they can create images appealing to the target audience (Gartner, 1994).…”

“…Most scientists in the field agree with at least two components of the destination image: the cognitive and affective component (Greaves & Skinner, 2010;Serna, Gerrikagoitia, & Alzua, 2014).…”

“…However, it is important to mention that a positive image and a high level of satisfaction doesn't guarantee the tourists returning, since they are more and more interested in new experiences, and are looking for new destinations (Greaves & Skinner, 2010), but will recommend the destination to others and will share their experiences in the online environment.…”

“…Chi and Qu (2008) chose the version of 9 latent dimensions (travel environment, natural attractions, entertainment and events, historic attractions, infrastructure, accessibility, relaxation, outdoor activities, price and value) and each in turn has several attributes. Greaves and Skinner (2010) have identified the image of a touristic rural destination in UK through means of the cognitive and affective dimensions, with the help of functional, psychological and unique attributes. In this research, the respondents were given a series of words and images, and asked to select the ones that best fit the destination.…”