HOW DOES DESTINATION IMAGE INFLUENCE DESTINATION CHOICE?

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Background.............................................................................................................................1
Rationale to study...................................................................................................................2
Reasons behind study ............................................................................................................2
Aim and objectives.................................................................................................................2
Research Questions................................................................................................................3
LITERATURE REVIEW................................................................................................................3
METHODOLOGY .........................................................................................................................6
TIMESCALE...................................................................................................................................9
RESOURCES ...............................................................................................................................10
APPENDIX I.................................................................................................................................11
Bath Spa University “RESEARCH ETHICS APPROVAL FORM”............................................11
REFERENCES..............................................................................................................................13

TOPIC: “How Does Destination Image Influence Destination Choice?" - A Case Study on UK
Consumers.
INTRODUCTION
Perception of tourists regarding destination's image is crucial and essential. With a better
understanding of the needs and motives of tourists and tailoring provisions accordingly,
destination marketing can be facilitated well (Matzler, et al. 2016). With increase in technologies
and easy accessibility of internet, visitors can explore popular tourist destinations and visualise
its image before visiting. This can influence their travel decision and force them to visit a
particular destination. In this context, the researcher will conduct an analysis on consumers,
travellers or visitors of people living in the United Kingdom to gather their views in order to
explore how does destination image can influence the destination choice. In depth analysis will
be made in the research with the help of precise research methodologies.
Background
Destination image plays a vital role in influencing the decision of consumers. With wide
range of technologies available, robust infrastructure, ease in transportation facilities and tourism
activities are increasing rapidly (Gómez, Lopez, and Molina, 2015). Due to precise
commercialising of popular tourist destinations in the UK either by government or private
tourism agencies, customers from all over world develop a positive image about destination and
make decision to travel to a particular place and it is also identified that due to negative effect
from terrorist, there are reduction in visitors. Many researchers have conducted research study in
this area and elaborated in their findings that cognitive and affective image of particular
destination positively influence the behaviour of consumers. Destination image influences the
motives of travellers greatly and in order to identify what factors and elements affect consumer
travel decision making, the researcher will conduct an in depth analysis. These factors affect the
consumer’s behaviour of UK and ignite a motive to travel for the perceived destination.
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Rationale to study
In the research study, researcher will identify influence of destination image on
perception and behaviour of consumer that motivates them to visit perceived destination. Here,
researcher will study the cognitive thought of visitors to United Kingdom and identify the factors
which influence their travel decisions (Zhang, et al. 2014). Every consumer has different
thinking and each of them has been motivated by different factors. In this context, researcher will
identify the factors that influence them while making travel decisions. Furthermore, researcher is
also keen to know from which source consumers living in the UK got information about the
particular tourist destination. Nowadays, with increase in smartphones and other web enabled
technologies, it is easier for consumers to gather detailed information about a particular
destination (Chew and Jahari 2014). These reasons motivate researcher to conduct the thorough
research study in order to accomplish aim and objectives of research. For example, when people
get to know regarding any destination, then it enables people to develop positive perception to
the country like Spain.
Reasons behind study
The research study will help in enhancing the knowledge and learning of the research
area. After accomplishing the aim and objectives of the research study, researcher will be able to
understand various factors that influence consumers living in United Kingdom to make
destination a choice (Sinclair-Maragh, Gursoy and Vieregge, 2015). The research study will also
assist researcher to perceive the behaviour of consumers and identification of various sources
through which consumers get information about particular tourist destination. Eventually,
investigator will able to increase his or her learning regarding the subject matter and able to
construct detailed research about topic. In this manner, it can help end users and other readers by
enhancing their knowledge and learning.
Aim and objectives
The aim, objectives and research questions are listed as below:
Aim
Aim of research proposal is “To explore the way in which destination image influences
destination choice” - A case study of UK consumers.
Objectives
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In order to underpin the aim of research, researcher has constructed three objectives
which are as follows:
 To investigate and comprehend the behaviour of UK consumers regarding travel
decisions
 To identify various sources through which consumers of UK gather information about
destination.
 To analyse the influence and factors of destination image on destination choice.
Research Questions
Research questions are primal core of research studies It concentrates on the study,
determines the methodologies and provide guidelines for all stages of inquiry, analysis and
reporting. In this context, the research questions for the study are provided as below:
1. What is the behaviour of UK consumer before making travel decision for particular
destination?
2. What are the sources through which UK consumers perceived about the particular
destination?
3. How does destination image influence and factors of destination choice for consumers of
UK?
LITERATURE REVIEW
Destination Image
According to Kim and Stepchenkova, (2015) destination image is an individual’s mental
representation of knowledge, feelings and overall perception of a particular destination. The
authors also indicated that the tourists’ evaluation of a destination experience influences their
image of the destination. Chon, (2015) elucidated that destination image plays a crucial role in
influencing the decision making of tourists. With advanced technologies and easy availability of
information, anyone can search for the destination on internet, see its illustration and create
perception regarding the particular destination. For example, if an individual is desired to visit
Komodo Island in Indonesia, he or she will surf for information regarding location, means of
transportation, accommodation and culture. Ramseook-Munhurrun, Seebaluck and Naidoo
(2015) elaborated that there is huge role of tourist’s perception in regards with the destination
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