Tourism and Its Impact on a Country's Image - Research Paper Example

? Tourism and its Impact on a Country’s Image of the of the Tourism and its Impact on a Country’s Image A popular definition of image is that it is conceptualization that is founded on a set of ideas, impressions and beliefs. These are believed to be held by the public with regard to a brand, destination, firm or service. In addition, Assael contended that image could be visualized as the global perception developed by the public that is founded on information procured and analyzed over time (Leea, Hsub, Han, & Kim, 2010, p. 903). The power of image to significantly influence the outlook of individuals has been known from long. Thus, social psychologists had identified image as an affirmative and potent phenomenon, while the present day marketing research has extensively explored the capacity of brand and other images to guide consumer behavior (Elliot, Papadopoulos, & Kim, 2011, p. 521). The power of image is clearly discernible in tourism; and several important writings in the 1970s served to highlight the importance of image in anticipating travel behavior. As a consequence, tourism destination image (TDI) has emerged as an important perspective of research (Elliot, Papadopoulos, & Kim, 2011, p. 521). Several studies have been conducted with respect to the effect of image on traveler choice. However, the diversity in conceptualizations of place image denotes the absence of a theoretical basis and the fact that the research has been disjointed (Elliot, Papadopoulos, & Kim, 2011, p. 521). Among the significant sectors of the economy that are experiencing rapid growth, tourism occupies a very important place. This sector has to countenance the possibilities and challenges that are posed by globalization. Tourism markets have traditionally been isolated from one another (Navickas & Malakauskaite, 2009, p. 37). An important development during the past few decades has been the diffusion of the boundaries between national businesses. The income of individuals and families has experienced a gradual increase, which in turn has made it attractive for them to travel longer distances, as tourists (Navickas & Malakauskaite, 2009, p. 37). Moreover, global tourism has benefitted enormously on account of the enhancement in the quality of tourist products and services, ingenious tourism marketing strategies, developments in communications and transport, and other related factors (Navickas & Malakauskaite, 2009, p. 37). The ever burgeoning tourism market is being avidly scrutinized by countries that are keen to control the major share of the profits of this industry. This especially holds good for countries that are dependent on tourism, and which depend almost exclusively on the travel industry and tourism to generate the much needed revenues (Navickas & Malakauskaite, 2009, p. 37). Contemporary existence is within a regime of super brands. This makes it out of the ordinary to consider a city, state, region or nation as a brand. The benefit of having brands is that the consumer finds it much less intricate to make a selection and that the consumer enjoys a particular brand (Gruescu, Pirvu, & Nanu, 2008, p. 253). If a place is to be rendered a center for the promotion and acceleration of economic development, then it seems logical to manage it as a brand. Such branding will procure an improved value and identity in what is essentially an ever increasingly competitive market (Gruescu, Pirvu, & Nanu, 2008, p. 253). It is essential for a branded approach to bring in focus, consistency and to provide leadership that brings together community partners. In addition, such approach should ensure that it emerges as the fulcrum for adding value to customers; and this should be promoted by the combined marketing initiatives of the city (Gruescu, Pirvu, & Nanu, 2008, p. 253). In the context of the advanced economies of Central Europe, the chief driving forces of foreign policy have been accession to the European Union and integration into the global economy. In several instances, there has been a determined and conscious effort to transform image formation and national identity in a manner that achieves these objectives (Gruescu, Pirvu, & Nanu, 2008, p. 257). This process has been assisted to a major extent by international tourism; which has provided the much needed assistance in not only image reinforcement, but also as binding agent at the global level. Nevertheless, the tourism industry of this region has not developed to any significant extent, principally due to the imperfect development of positioning strategy and destination branding (Gruescu, Pirvu, & Nanu, 2008, p. 257). This lacuna has been attributed to a fatal combination of dearth of expertise, experience and finance. Successful brands are endowed with emotional, identity and social value by users. Such brands apparently possess personalities and tend to improve the perceived prestige, worth and usefulness of products (Gruescu, Pirvu, & Nanu, 2008, p. 257). At the time of exercising a choice regarding products, consumers express a lifestyle statement, and this also applies to choices made with respect to destinations. Contemporary consumers indulge in a significant lifestyle indicator, whenever they exercise a choice regarding a vacation destination. Such destinations have to perforce be appealing from the emotional point of view, and possess a high degree of celebrity and conversational value (Gruescu, Pirvu, & Nanu, 2008, p. 257). The advent of destinations in areas that had previously been reserved for consumer brands is due to the fact that destination marketplaces are to acquire popularity not on the basis of cost, but on the effect and allure that they have for the emotions and logic of the consumer (Gruescu, Pirvu, & Nanu, 2008, p. 257). The aggregate of beliefs and impressions that people harbor about a place constitutes its image. Intrinsically, an image is a consolidation of the various associations and data about a place. In fact, it can be understood as the summary arrived at by the mind about a place, after it has analyzed a vast amount of information about a particular place. This corresponds to the initial descriptions of destination image, which had described it as the general impression created in the mind of the tourist regarding that place (Kotler & Gertner, 2002, p. 251). The economic development obtains a major thrust on account of tourism. It is therefore, in the interests of a nation to provide adequate infrastructure, and design marketing and promotional campaigns with regard to its tourist destinations. In this endeavor, a nation would be well advised to highlight the aspects that convey favorable impressions regarding that country’s culture and way of life. This is a measure that is critically important for positioning and differentiating a tourist destination. It goes without saying that sincere efforts have to be made to depict the tourist destination as being engaging, enjoyable and serene (Martinez & Alvarez, 2010, p. 760). Although, destination branding is of comparatively recent origin, with the available literature pertaining to the 1990s and 2000s; the fact remains that studies on destination image have been conducted from quite some time. Some of these studies have concentrated upon the correlation between destination choice and image, the process of image formation, image modification and change, and image measurement (Ing, Liew – Tsonis, Cheuk, & Razli, 2010, p. 31). In the recent years, Malaysia has been seized with the aggressive marketing of destination. This country enjoys a multicultural society, which among other things has rendered it a gastronome’s paradise. Furthermore, multiculturalism has made Malaysia the repository of a large number of attractive festivals. Tourist arrivals are on the increase in this country, and Malaysia enjoys an enormous market potential in tourism. In order to promote it as a multiracial nation, the Malaysian authorities have launched several programs. For instance, in the year 1996, Malaysia Truly Asia was launched amidst elaborate fanfare. This venture was promoted extravagantly in the domestic and international media. The underlying idea of this effort was to bring to the fore the melange of culture, food, language and religion that is to be found in Malaysia (Ing, Liew – Tsonis, Cheuk, & Razli, 2010, p. 31). The number of tourists, who visit this nation, have been seen to be steadily on the increase. In fact, during the past decade, there has been a fantastic increase in the number of such individuals. Between 1998 and 2008, there was a three – fold increase in tourists from 5.5 million to 22 million (Ing, Liew – Tsonis, Cheuk, & Razli, 2010, p. 32). Subsequent to the year 2003, there has been a steady annual increase in the people visiting Malaysia as tourists. This has been chiefly attributed to the Visit Malaysia Year Campaign of 2007. This unprecedented growth in tourism, has demonstrated the necessity to comprehend the image that Malaysia represents to the rest of the world. Countries of the region, such as Thailand and Singapore had resorted to employing slogans to promote the image of the place. For instance, Thailand employed the slogan Amazing Thailand, while Singapore resorted to the slogan Uniquely Singapore. However, the nations of this region are not only proximate but also share a number of ethnic features (Ing, Liew – Tsonis, Cheuk, & Razli, 2010, p. 32). Consequently, it becomes difficult to differentiate between them. This makes a strident call for implementing well planned and coordinated efforts that involve the different sectors involved, in order to present a consistent image to the external world. At the same time, such initiatives, by their own initiative, cause complications, as there could be a disruption of efforts aimed at marketing and promoting a particular destination (Ing, Liew – Tsonis, Cheuk, & Razli, 2010, p. 32). There have been several examples, wherein the complications had been introduced due to the number of stakeholders involved. For instance, the public and private sectors could entertain contradictory policy goals with regard to the promotion effort (Ing, Liew – Tsonis, Cheuk, & Razli, 2010, p. 32). As is well known, Thailand is a small emerging nation that seriously contemplates the necessity to improve its image. Such improvement is indispensable for this nation to compete meaningfully in the international financial arena. A major drawback with this nation’s image is that it provides a surfeit of sex tourism. In order to address the negative publicity gained by Thailand, its government launched the Branding Thailand project (Centeno, Bandelj, & Wherry, 2011, p. 40). Subsequent to the Branding Thailand study, several projects were initiated, such as the Health Hub of Asia, Amazing Thailand, Bangkok Fashion City and Kitchen to the World. These projects had as their objective, the creation of a positive image for Thailand, while excising the notoriety that had been attached to it, due to sex tourism (Nuttavuthisit, 2007, p. 21). The respondents to the Branding Thailand research project were chiefly of the opinion that Thailand should adopt measures to drastically limit the sex trade industry. This activity was cited as being the major cause for generating a poor opinion of Thailand among tourists. In addition, those among the respondents who had never visited Thailand stated that their information regarding this country had been gleaned from magazine articles and television programs. These sources of information had depicted Thailand in very poor light (Nuttavuthisit, 2007, p. 23). In the words of Kotler et al, place image is the outcome of the mental attempt to analyze and store the impressions, beliefs and ideas that individuals associate with a place. In the absence of positive information, negative processing transpires which brings about an association of information. As a consequence, while dealing with a negative stereotype like sex tourism in the context of Thailand, it is imperative to focus on some of the positive features (Nuttavuthisit, 2007, p. 26). This should be accompanied by a sincere effort to transform the circumstances that had generated the negative place image. In this endeavor, tangible improvements, such as the implementation of beneficial policy measures by the government, have to be brought to the fore. Such efforts have to be conducted in conjunction with initiatives to improve the place image (Nuttavuthisit, 2007, p. 26). There is a veritable flood of information, and from this an image is formed. This image is principally based on a few impressions from this vast repository. With regard to destination image, such flood of information is derived from sources as varied as promotion, which involves brochures and advertising; media reports, as found in magazines, television documentaries and news, and newspapers; the opinion of others, like that of travel agents, family and friends; and motion pictures and literature, which can be collectively described as popular culture (Echtner & Ritchie, 2003, p. 38). The classic example of image formation is provided by Brazil. Image has been described as a coming together of symbols and signs that present a visible representation. Tourist representations have been described as the outcomes of the effect of guidebooks and magazines on tourists, in the context of some specific location (Bandyopadhyay & Nascimento, 2010, p. 934). Such descriptions tend to generate ideas about a place that are transmitted from generation to generation. For example, Brazil has been portrayed in some guidebooks as a tropical paradise that is as untamed as a jungle. In fact, for centuries, Brazil had been considered by the Western nations to be a primeval, tropical paradise. This myth was furthered by the presence of the overwhelmingly vast Amazon and the unbridled passion of the Carnival (Bandyopadhyay & Nascimento, 2010, p. 934). It was commonplace during the colonial era for the European nations to depict the society of the countries that they had subjugated, as being inferior, inefficient, irrational and barbarous. At the same time these conquering nations portrayed their culture as being exemplary, advanced, rational and even humane (Bandyopadhyay & Nascimento, 2010, p. 936). Some scholars, like Pratt have stated that travel writing was an essential component of the despicable practices of colonization. The culture of the enslaved was portrayed in poor light by the iniquitous conquerors, and these nations made systematic and sustained attempts to destroy the culture of those whom they had colonized (Bandyopadhyay & Nascimento, 2010, p. 936). Brazil was accidentally discovered by Cabral, who was actually seeking India. His intention was to procure the spices and other riches of the fabled India. By the middle of the sixteenth century, colonists established slave colonies in Brazil for the express purpose of growing sugar cane. The influx of these hapless slaves was so great that at one stage, their number was in excess of nine million (Bandyopadhyay & Nascimento, 2010, p. 937). As was the practice among the racist Europeans, the population was segregated on the basis of race. The impure among the populace were deemed to be the black skinned Indians and people of mixed race. The colonists left no stone unturned in their efforts to depict the Brazilian females as being sensual in the extreme (Bandyopadhyay & Nascimento, 2010, p. 937). By resorting to marketing communication strategy and promotion, tourism destinations influence destination image. For instance, narratives and visuals are employed to generate meaning in the market, deploying media, information and communication technology as enablers. In addition, secondary place interactions with consumers have the capability to indirectly influence image formation (Kim & Richardson, 2003). Image formation is also enabled by produced imagination and intermediaries in the arts, literature, media and popular culture (Cohen – Hattab & Kerber, 2004). A research study by Fairweather and Swaffield concluded that destination image could also result in a negative evaluation. A promotional image tends to highlight the perceived advantages of a tourist destination, while downplaying the negative features of that place. Tourists, on encountering the drawbacks of that place, and which differ significantly from their preconceived notions regarding that place, tend to arrive at extremely negative evaluations (Fairweather & Swaffield, 2002, p. 293). Whenever the decision makers of the tourism industry do not possess adequate understanding of the experiential nature of tourism, there can be a vast difference in the expectations of tourists and what is obtaining in reality at a particular tourist destination. In such cases, there could be considerable disparity in the description of a destination and its outstanding features. It has been observed with a disheartening regularity that the product offering and tourist expectations are significantly mismatched. These tourist expectations, in several instances, had been falsely influenced by the promotional efforts of the tourism promotion authorities (Govers, Go, & Kumar, 2007, p. 17). With regard to the tourism industry of New Zealand, it had been proposed by some theorists that its prostitution industry was to be made prominent. This would be beneficial to any endeavor that attempted to promote tourism in New Zealand. However, the Tourism Board of New Zealand rightly rejected this unseemly recommendation (Tourism's image, 1996). The deputy chief executive of the Tourism Board rejected this suggestion and categorically stated that no resident of New Zealand would stoop to such despicable measures. Not to be outdone, Hanson presented a research paper, in which she called upon the authorities in charge of New Zealand’s tourism to promote Auckland’s red light areas as the principal attractions of tourism. In addition, she stated that the Cuba and Vivian Streets of Wellington should be advertised as the smallest vice areas of the world (Tourism's image, 1996). Tourism has emerged as a major world industry, with a number of nations relying on income from this sector to supplement their balance of payments. Contemporary tourism has achieved the status of a growth sector that is blessed with considerable importance in the global economy. This fact has been recognized by local authorities and national governments, and it has also been considered an important factor in bettering the trade balances of a nation (Knowles, Diamantis, & El – Mourhabi, 2004, p. 81). A country image connotes the sensations entertained by individuals regarding a nation, wherein they do not reside. Perceptions and notions regarding a country image are formed by means of advertisements, promotions, the endeavors of travel agents, and previous experiences of tourism. From the above discussion it can be surmised that tourism plays an important role in framing the image of a nation. List of References Bandyopadhyay, R., & Nascimento, K. (2010). 'Where fantasy becomes reality': how tourism forces made Brazil a sexual playground. Journal of Sustainable Tourism, 18(8), 933 – 949. Centeno, M. A., Bandelj, N., & Wherry, F. F. (2011). The Political Economy of Cultural Wealth. In N. Bandelj, & F. Wherry, The Cultural Wealth of Nations (pp. 23 – 46). Stanford University Press. Cohen – Hattab, K., & Kerber, J. (2004). Literature, Cultural Identity and the Limits of Authenticity: A Composite Approach. International Journal of Tourism Research, 6(2), 57 – 73. Echtner, C. M., & Ritchie, J. R. (2003). The Meaning and Measurement of Destination Image. Journal of Tourism Studies, 14(1), 37 – 48. Elliot, S., Papadopoulos, N., & Kim, S. S. (2011). An Integrative Model of Place Image : Exploring Relationships between Destination, Product, and Country Images. Journal of Travel Research, 50(5), 520 – 534. Fairweather, J. R., & Swaffield, S. R. (2002). 'Visitors’ and Locals’ Experiences of Rotorua, New Zealand: An Interpretative Study Using Photographs of Landscapes and Q Method. International Journal of Tourism Research, 4(4), 283 – 297. Govers, R., Go, F. M., & Kumar, K. (2007). Promoting Tourism Destination Image. Journal of Travel Research, 46(1), 15 – 23. Gruescu, R., Pirvu, G., & Nanu, R. (2008). Brand Orientation: An Integrated Marketing Communication Approach. Annals of the University of Petrosani Economics, 8(1), 253 – 258. Ing, G. P., Liew – Tsonis, J., Cheuk, S., & Razli, I. A. (2010). An Examination Of The Challenges Involved In Distributing A Strong And Consistent Destination Image In The Narketing Of Tourism In Malaysia. The International Business & Economics Research Journal, 9(1), 31 – 38. Kim, H., & Richardson, S. L. (2003). Motion Picture Impacts on Destination Image. Annals of Tourism Research, 30(1), 216 – 237. Knowles, T., Diamantis, D., & El – Mourhabi, J. B. (2004). The Globalization of Tourism and Hospitality: A Strategic Perspective. Cengage Learning EMEA. Kotler, P., & Gertner, D. (2002). Country as brand, product and beyond: A place marketing and brand management perspective. Journal of Brand Management, 9(4 – 5), 249 – 261. Leea, J.-S., Hsub, L.-T., Han, H., & Kim, Y. (2010). Understanding how consumers view green hotels: how a hotel’s green image can influence behavioural intentions. Journal of Sustainable Tourism, 18(7), 901 – 914. Martinez, S. C., & Alvarez, M. D. (2010). Country Versus Destination Image in a Developing Country. Journal of Travel & Tourism Marketing, 27(7), 748 – 764. Navickas, V., & Malakauskaite, A. (2009). The Possibilities for the Identification and Evaluation of Tourism Sector Competitiveness Factors. Engineering Economics, 61(1), 37 – 44. Nuttavuthisit, K. (2007). Branding Thailand: Correcting the negative image of sex tourism. Place Branding and Public Diplomacy, 3(1), 21 – 30. Tourism's image. (1996, November 14). The Press, p. O. Read More