Destination Image and Choice: A UK Consumer Case Study Analysis

This research proposal examines the impact of destination image on the travel choices of UK consumers. It begins with an introduction outlining the background, rationale, and objectives of the study, followed by a literature review that explores relevant concepts such as destination image, consumer perception, and information sources. The methodology section details the research approach, including the research philosophy (positivism), and the research onion framework. The proposal outlines the research questions, data collection methods, and data analysis techniques. The study aims to understand how UK consumers perceive destination images and how these perceptions influence their travel decisions. The proposal also includes ethical considerations, a timescale, and a list of resources. The research intends to identify the factors and sources that shape consumer choices, providing valuable insights for destination marketing and tourism strategies. The report also includes the Bath Spa University “RESEARCH ETHICS APPROVAL FORM” and references.

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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they opt for travel. Destination image plays significant role in travel decision making process of
individuals. Then he or she will seek some illustrations, pictures or videos in order to gather
information and develop a positive image regarding destination. Then eventually, travel decision
will be made and individuals will visit the perceived location. Yen and Croy (2016) argued that
destination image is significant as it allows travellers to formulate precise decision regarding
visiting perceived tourist destination.
Sun, Ryan and Pan, (2015) argued that different people have different perception and
they are affected by different factors that influence them to make destination a choice.
Destination image indeed plays an important role in determining the destination choice. There
are other factors such as satisfaction, adventure, relaxation, etc. that also influence the consumers
to make travel decision. The person will develop a specific kind of image in his or her mind
where he or she thought about some adventurous situations. In this way, destination image has
been created in the minds of consumers.
Travellers Perception and Travel Attributes
According to Pandža Bajs, (2015) Performance of a destination can be measured through
the perception of destination travel attributes to tourists in order to facilitate market segmentation
and promotion. Travel attributes are dimensions that exemplified the place as a travel
destination. Travel attributes and travellers’ perceptions are directly proportional with each other.
Sharpley, (2014) elaborated that travellers' perception is based on the attributes of the travel
destination. There are different kinds of travellers who have particular types of motives to travel.
According to Ramseook-Munhurrun, Seebaluck and Naidoo, (2015) in numerous studies it was
identified that customer consider the attribute before purchasing the product and the same thing
is applied for tourists and destination. In their studies that identified that every travel destination
possesses a combination of psychological or abstract attributes and functional or tangible
attributes. Tourists have limited information regarding the place they haven't visited and they
want to visit the place because of symbolic information they acquired either from the media or
form of social groups. Chen, et al. (2016) argued that the overall satisfaction of tourist is
determined by the attributes related with the particular tourist destination. Destination image is
developed from the attributes, elements and dimension a particular destination have. Zeng and
Gerritsen, (2014) said that consumer have varied taste, perception and value regarding specific
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destination. Millions of visitors visit United Kingdom in order to gain historical knowledge,
British Culture and monuments. Most of the visitors visit the UK in order to embrace themselves
with historical knowledge. In other words, main focus is made on people who visit UK.
Sources through which consumer get information
According to Su, Hsu and Swanson, (2017) In early period when there was no advance
technologies and internet facilities, consumer got information through traditional forms of media
such as newspapers and social interactions. Friends, colleagues, peers or family members who
have visited a different country or tourist destination and shared their experiences and through
which other people create thoughts or perception of the particular place, this boost up their
motivation to visit the particular destination. Vanhove, (2017) said that in present era, with the
rise in internet technologies and advance communication systems, it is easier for customers to
acquire information from brief to detail about the particular place or destination. McKercher, et
al. (2015) identified that most of the visitors who visited some specific destination for the first
time got information about the place from their friends, peers and colleagues. Furthermore, they
use Smartphone applications and internet in order to acquire brief and detail information about
the particular destination. Matzler, et al. (2016) elucidated that advance technologies played
significant role in providing information to the customers and enhancing their knowledge about
the particular tourist destination. These technologies come in handy and assist the customers by
providing all the pros and cons of the particular destination which greatly affects the behaviour
of the customers. Gómez, Lopez and Molina, (2015) said that not only technologies, media also
helps in promoting the tourist destination greatly. Different tourists’ programmes and channels
broadcasts in UK tells their viewers of various places within and outside the country. They
discover the local culture, identify the market, describe accommodation facilities, etc. which
helps the customers to gain the knowledge about the particular destination effectively and
efficiently. Zhang, et al. (2014) identified other sources such as government promotions and
commercials, public and private travels promotional schemes, etc. influence the consumer
behaviour and decision regarding visiting particular tourist destination. Destination image plays
vital role in influencing the decision of consumers. With wide range of technologies available,
robust infrastructure, ease in transportation facilities, tourisms activities are increasing rapidly,
millions of visitors visit United Kingdom every year (Buhalis and Amaranggana, 2015). Due to
precise commercialising of popular tourists’ destinations in UK either by government or private
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tourism agencies, customers from all over world develop positive image about the destination
and make decision to travel to the particular place. According to Chew and Jahari (2014)
technology plays vital role in enhancing level of knowledge of travellers. Digital technologies
and social media greatly impact on tourists’ mentality. There are ample of benefits associated
with digital technologies as it helps in providing information to tourists. Tseng et al. (2015)
argued that technologies have adverse effects also. Any inappropriate information from
unauthentic sources on social media might impact on psychology of travellers. For each of the
type of customers like nationality, gender, etc. have similar impact when negative perception is
developed within the mind of people for any country.
METHODOLOGY
Research methodology plays important and crucial role in the research study. It is the
framework through which researcher will be able to accomplish the aim and objectives of the
research study. In this context, the research methodology is described below:
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I
llustration 1: Research Onion
Source: (Smith, 2017)

Research philosophy: According to Saunders opinion, research philosophy is the first part to
cover by the researcher. Research philosophy is the belief through which researcher analyse the
case studies associated with the research and analyse the collected data appropriately (Taylor,
Bogdan and DeVault 2015). In the present research study, researcher will use positivism research
philosophy. Positivism research philosophy will aid in analysing case studies associated with
present research and helps in accomplishing aim and objectives of research.
Research Approach: Discussion of research approach is important for conducting research
study. There are two types of research approach which are used by the researchers these are
deductive and inductive (Flick, 2015). In the present research study, researcher will make use of
inductive research approach. As there are no hypotheses in the study and researcher has to
formulate research questions, thus inductive research approach will be more precise and
appropriate for the research study. It will help researcher to attain aim and objective of study in
effective manner.
Research Design: Research design is the plan through which researcher is able to answer the
research questions thoroughly (Lewis, 2015). In order to do that it is important for the researcher
to select the appropriate research design. In the present study, researcher will use descriptive
research design in order to answer the formulated questions of the research. Descriptive research
design enables the researcher to describe the research questions thoroughly and will be able to
answer it efficiently.
Research Strategy: Research strategy is the plan through which researcher will able to
accomplish the aim and objectives of the research study (Winit‐Watjana, 2016.). Research
strategy helps the researcher to conduct research analysis effectively. In order to attain the aim
and objectives of the research study, research will use quantitative research method. Quantitative
research method is implemented when researcher has to analyse the numerical data using
different statistical tools and approaches. Thus, through this researcher will be able to
accomplish the aim and objectives of the research study.
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Data Collection: Data collection is the process through which researcher gather vital information
(Lyons, Stolk and Young 2015). The process has been classified into two sources which are
primary and secondary. In order to attain the goals and targets of research study, researcher will
use both the primary and secondary method in order to collect important data and information.
From primary source, questionnaire method will be used and it will be provided to the
participants of the researcher which will be mainly customers of United Kingdom. Online
questionnaire will be prepared and participants will be invited through Survey Monkey. Through
SurveyMonkey researcher will be able to provide questionnaire to participants efficiently and
will be able to analyse it effectively. It is an online survey platform which user friendly
customisable options. From secondary data books, journals, website articles, tourism blogs will
be analysed. Both primary and secondary are selected as data collection method as it enables to
gather adequate information in relation with the research topic.
Sampling: Sampling is important process through which researcher takes small proportion of
information from large population. Researcher in order to analyse the data more effectively takes
out a sample of 150 responses by using simple random sampling method and these will be people
who visit as travellers to UK. As the survey populations size is large, investigator will access
to the participants through social media site i.e. Facebook. People who have liked most of
the tourism pages on Facebook will be identified. 150 responses will provide a reliable and
valid data. Thus, researcher will able to analyse it precisely and generate efficient output.
Thorough this researcher will be able to accomplish the aim and objectives of the research study.
Data Analysis: Data analysis is the process of analysing and interpreting the data so that
meaningful information can be generated. For research perspective, data analysis plays crucial
role and in order to accomplish the aim and objectives of the research study, it is important for
the researcher to analyse the collected data effectively and efficiently. In this context, researcher
will use thematic analysis in order to analyse the collected data. This is selected as data analysis
method as it enables the opportunity to investigator to present the gathered information in the
form of table, charts, graphs, etc. Response given by all the individuals can be analysed and
appropriate interpretation can be provided.
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Ethical Consideration: Ethical consideration is the ethical norms and procedure that has to be
followed while conducting research study (Winit‐Watjana, 2016.). In order to complete the
research study precisely, researcher needs to ensure that consent of participants of the research
study has been taken. Furthermore, she needs to provide information regarding purpose of the
study to the participants and also needs to make sure that security and anonymity of the
participants has been maintained. In other to ensure for the same, use of appropriate system will
be used in order to store the personal information of respondents will be accessible to only one
person. Thus, the above method has been selected by researcher in order to accomplish the
research study in most effective and efficient way. These research methods will help in
simplifying the process of research and provide assistance in attaining the aim and objective of
study.
TIMESCALE
In order to accomplish the project researcher will require 26 weeks. Below is the Gantt
chart that describes the time line and activities that will going to perform in each week:
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RESOURCES
In order to carry out the research study effectively, resources such as money and research
materials will be required for research. The brief description of the resources is described below: Money: In order to carry out the research study, researcher will be preparing
questionnaire online on SurveyMonkey. Researcher will require money in order to make
account on survey monkey. Furthermore, printing cost and other miscellaneous expenses
will also be incurred during the research study. The estimate budget set by the researcher
is £500.
 Materials: In order to conduct research analysis, researcher will require authentic
materials such as books, journals and articles. Researcher requires access to the articles as
these articles are not free.
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APPENDIX I
Bath Spa University “RESEARCH ETHICS APPROVAL FORM”
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