The Initial Development of Rural Tourism Destination Image From Residents’ Perceptions

Abstract

Past studies have shown that the formation of a destination image was usually perceived by tourists rather than local residents themselves. Hence, this paper aims to address the gap by demonstrating that the initial formation of cognitive and affective images of a rural tourism destination should be first investigated from its local residents' perceptions, not the tourists. In order to attain this goal, a model of destination images that place importance of the initial phase of destination image formation as perceived by its local residents was developed. A qualitative research was carried out using a sample of 100 local residents in Kampung Buntal, Sarawak, Malaysia, employing a sentence completion method, one of the projective techniques that are rarely used in mainstream destination image studies. The data were analysed using descriptive statistics and content analysis. Results indicated that the three main cognitive images of Kampung Buntal were natural environment/touristic attractions, local people and ambience, and local infrastructure. The three main positive-affective images of Kampung Buntal were pleasant, arousing, and relaxing. Using this empirical finding, tourism developers or marketers could gain better insights on the right destination images that could capture the real essence of a rural destination during promotion and marketing.

Determinants that impact a destination image: application on El Gouna the recently founded contemporary resort conurbation in Egypt.

“…It is an affair defined by people's own gathered notions regarding a location. Although it materializes on its own and often subconsciously, a destination is capable of swaying the narrative and restoring or rebuilding its image, as stated by Kichin, Ayob, and Kasuma (2021). This practice can be carried out through the implementation and modification of a selected set of components that are within the location's competence.…”

“…Features or identifying factors of a property, product, or location which make it more intriguing to a prospect, thus deeming it valuable, are amenities (Fan, Guthrie, & Levinson, 2016). The presence of and access to rudimentary facilities and services can sometimes be overlooked or taken for granted; however, Kichin et al (2021) maintain that these facets play a massive role in succoring tourists into feeling a sense of comfort and security in the destination. These conveniences comprise of additions that are in excess of a person's basic needs and surface-level expectations.…”

“…The statements of the data collection tool were adapted from various previous literature to ensure the validity of these statements as follows: statements about Amenities were adapted from Aniley ( 2018) and statements about facilities were adapted from Kichin et al (2021); El-Adly (2019) and Fan, Guthrie, and Levinson (2016). As for statements of destination image, the cognitive statements were adapted from Shankar (2018) and affective statements were adapted from Stylidis (2022).…”