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A Strategic Use of the Communication Mix in the Destination Image Formation Process
Glenn McCartney1; Richard Butler2; Marion Bennett3
2008-07-07
Source PublicationJournal of Travel Research
ISSN0047-2875
Volume47Issue:2Pages:183-196
Other Abstract

National tourist offices and tourism stakeholders are challenged to maintain and secure travel markets. Travelers are constantly bombarded with travel marketing messages. Compounding the challenge is a lack of research on effective, efficient, and optimal methods in convincing tourists to travel to a particular destination. To address this literature gap, a questionnaire survey on destination brand image research was conducted on outbound travelers from four major cities, examining their image perceptions of Macao and the degree of influence that various information sources had on destination selection. Results show that a communication mix strategy could be designed to more effectively manage tourist destination image perceptions. A cross-tabulation of the data revealed that the information sources affecting travel destination choice had varying levels of influence. A “Communication Effectiveness Grid” (CEG) was conceptualized from the research with quadrants indicating marketing resource effectiveness. The CEG has significant implications for destinations with limited budgets wishing to influence travelers.

KeywordTourism Marketing Communication Effectiveness Grid Destination Image
DOIhttps://doi.org/10.1177/0047287508321201
Indexed BySSCI
Language英语
WOS Research AreaSocial Sciences - Other Topics
WOS SubjectHospitality, Leisure, Sport & Tourism
WOS IDWOS:000266554500005
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Citation statistics
Cited Times [WOS]:61   [WOS Record]     [Related Records in WOS]
Document TypeJournal article
CollectionFaculty of Business Administration
DEPARTMENT OF INTEGRATED RESORT AND TOURISM MANAGEMENT
Affiliation1.University of Macau
2.University of Strathclyde
3.University of Surrey
First Author AffilicationUniversity of Macau
Recommended Citation
GB/T 7714
Glenn McCartney,Richard Butler,Marion Bennett. A Strategic Use of the Communication Mix in the Destination Image Formation Process[J]. Journal of Travel Research,2008,47(2):183-196.
APA Glenn McCartney,Richard Butler,&Marion Bennett.(2008).A Strategic Use of the Communication Mix in the Destination Image Formation Process.Journal of Travel Research,47(2),183-196.
MLA Glenn McCartney,et al."A Strategic Use of the Communication Mix in the Destination Image Formation Process".Journal of Travel Research 47.2(2008):183-196.
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