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Image divide in destination marketing: an exploration of the chain of influence in South African tourism marketing

Image divide in destination marketing: an exploration of the chain of influence in South African tourism marketing

Cronje, Paul and Kokkranikal, Jithendran (2008) Image divide in destination marketing: an exploration of the chain of influence in South African tourism marketing. In: 2008 EuroCHRIE Conference "Building a Legacy, Living the Dream: 2020 Vision for Hospitality and Tourism", 11-14 Oct 2008, Dubai, UAE.

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Abstract

Tourism marketers including Destination Marketing Organisations (DMOs) and international tour operators play a pivotal role in the creation of induced images of destinations. These images, apparent in tourist brochures, are designed to influence tourist decision-making. This paper propose the concept of a Chain of Influence in induced imaging, suggesting that the content of marketing material is influenced by the priorities of those who design these materials.

A content analysis of 2,000 pictures from DMO and tour operator brochures revealed synergies and divergence between these marketers in aspects of the induced destination image. The brochure content was then compared to the South African tourism policy, concluding that the dominant factor in the Chain of Influence in the South African context is in fact its organic image.

Item Type: Conference or Conference Paper (Paper)
Uncontrolled Keywords: image, chain of influence, tourism marketing, Third World, tourism policy, South Africa
Subjects: D History General and Old World > DT Africa
G Geography. Anthropology. Recreation > GV Recreation Leisure
Faculty / Department / Research Group: Faculty of Business > Department of Marketing, Events & Tourism
Related URLs:
Last Modified: 14 Oct 2016 09:13
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: None
URI: http://gala.gre.ac.uk/id/eprint/5025

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