An investigation into the relationship between country image and destination image in tourism promotion: The case of Thailand
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Published:
Jun 29, 2018
Keywords:
Destination Country Image Tourism Thailand
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Abstract
Country and Destination image are two important deciding factors in the selection of tourism destination and also respond for the growth of tourism industry. However, only few literatures explained about the issue for destination image as a country context to Thailand. This article presents a review and discussion of the concept regarding destination image of tourism industry in Thailand as a country context involved to match destination image and country image. Based on the results from previous studies, a comprehensive situation analysis of destination image of Thailand was developed. Also, the results could be provided important implications for future strategic image management in Thailand and used to design and implement marketing program for example creating tourism destination image, implementing tourism marketing program, and improving tourism destination image.
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References
Agapito, D., Oom do Valle, P., & da Costa Mendes, J. (2013). The cognitive-affective-conative model of destination image: A confirmatory analysis. Journal of Travel & Tourism Marketing, 30(5), 471-481.
Alcaniz, E. B., García, I. S., & Blas, S. S. (2009). The functional-psychological continuum in the cognitive image of a destination: A confirmatory analysis. Tourism Management, 30(5), 715-723.
Allred, A., Chakraborty, G., & Miller, S. J. (2000). Measuring images of developing countries: A scale development study. Journal of Euromarketing, 8(3), 29-49.
Baloglu, S., & McCleary, K. W. (1999). A model of destination image formation. Annals of Tourism Research, 26(4), 868-897.
Boulding, K. E. (1975). The image: Knowledge in life and society. Michigan: University of Michigan Press.
Camprubi, R., Guia, J., & Comas, J. (2013). The new role of tourists in destination image formation. Current Issues in Tourism, 16(2), 203-209.
Chen, C.-F., & Phou, S. (2013). A closer look at destination: Image, personality, relationship and loyalty. Tourism Management, 36, 269-278.
Chew, E. Y. T., & Jahari, S. A. (2014). Destination image as a mediator between perceived risks and revisit intention: A case of post-disaster Japan. Tourism Management, 40, 382-393.
Chi, C. G.-Q., & Qu, H. (2008). Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: An integrated approach. Tourism Management, 29(4), 624-636.
Crompton, J. L. (1979). Motivations for pleasure vacation. Annals of Tourism Research, 6(4), 408-424.
De Nisco, A., Mainolfi, G., Marino, V., & Napolitano, M. R. (2015). Tourism satisfaction effect on general country image, destination image, and post-visit intentions. Journal of Vacation Marketing, 21(4), 305-317.
Department of Tourism in Thailand. (2016). Statistic of foreigner tourists in Thailand in 2015. Bangkok: Department of Tourism.
Echtner, C. M., & Ritchie, J. B. (1991). The meaning and measurement of destination image. Journal of tourism studies, 2(2), 2-12.
Echtner, C. M., & Ritchie, J. B. (1993). The measurement of destination image: An empirical assessment. Journal of Travel Research, 31(4), 3-13.
Elliot, S., Papadopoulos, N., & Kim, S. S. (2010). An integrative model of place image: Exploring relationships between destination, product, and country images. Journal of Travel Research, 1-15.
Frias, D. M., Rodriguez, M. A., Castaneda, J. A., Sabiote, C. M., & Buhalis, D. (2012). The formation of a tourist destination's image via information sources: The moderating effect of culture. International Journal of Tourism Research, 14(5), 437-450.
Furman, D. M. (2010). The development of corporate image: A historiographic approach to a marketing concept. Corporate Reputation Review, 13(1), 63-75.
Gallarza, M. G., Saura, I. G., & Garcı́a, H. C. (2002). Destination image: Towards a conceptual framework. Annals of Tourism Research, 29(1), 56-78.
Gartner, W. C. (1994). Image formation process. Journal of Travel & Tourism Marketing, 2(2-3), 191-216.
Henkel, R., Henkel, P., Agrusa, W., Agrusa, J., & Tanner, J. (2006). Thailand as a tourist destination: Perceptions of international visitors and Thai residents. Asia Pacific Journal of Tourism Research, 11(3), 269-287.
Hosany, S., Ekinci, Y., & Uysal, M. (2006). Destination image and destination personality: An application of branding theories to tourism places. Journal of Business Research, 59(5), 638-642.
Iordanova, E. (2014). Understanding destination image: The case of Linz, European capital of culture, 2009. European Journal of Tourism Research, 8(1), 157-161.
Jalilvand, M. R., Samiei, N., Dini, B., & Manzari, P. Y. (2012). Examining the structural relationships of electronic word of mouth, destination image, tourist attitude toward destination and travel intention: An integrated approach. Journal of Destination Marketing & Management, 1(1-2), 134-143.
Kasim, A., & Alfandi, A. (2014). Managing destination image for potential gulf countries tourists via communication effects assessment: The case of Malaysia. International Journal of Business and Society, 15(3), 503.
Ketter, E. (2016). Destination image restoration on facebook: The case study of Nepal's Gurkha Earthquake. Journal of Hospitality & Tourism Management, 28, 66-72.
Kim, S. H., Holland, S., & Han, H. S. (2012). A structural model for examining how destination image, perceived value, and service quality affect destination loyalty: A case study of Orlando. International Journal of Tourism Research, 15(4), 313-328.
Kislali, H., Kavaratzis, M., & Saren, M. (2016). Rethinking destination image formation. International Journal of Culture, Tourism, & Hospitality Research, 10(1), 70-80.
Kock, F., Josiassen, A., & Assaf, A. G. (2016). Advancing destination image: The destination content model. Annals of Tourism Research, 61, 28-44.
Kotler, P., & Gertner, D. (2002). Country as brand, product, and beyond: A place marketing and brand management perspective. Journal of Brand Management, 9(4), 249-261.
Lee, R., & Lockshin, L. (2012). Reverse country-of-origin effects of product perceptions on destination image. Journal of Travel Research, 51(4), 502-511.
Lee, S., & Bai, B. (2016). Influence of popular culture on special interest tourists' destination image. Tourism Management, 52, 161-169.
Martin, I. M., & Eroglu, S. (1993). Measuring a multi-dimensional construct: country image. Journal of Business Research, 28(3), 191-210.
Martínez, S. C., & Alvarez, M. D. (2010). Country versus destination image in a developing country. Journal of Travel & Tourism Marketing, 27(7), 748-764.
McDowall, S., & Choi, Y. (2010). Thailand's destination image through the eyes of its citizens. International Journal of Hospitality & Tourism Administration, 11(3), 255-274.
Ministry of Tourism and Sport in Thailand. (2015). Strategy of Thailand tourism between 2015 - 2017. Bangkok: Ministry of Tourisms and Sport in Thailand.
Mossberg, L., & Kleppe, I. A. (2005). Country and destination image–different or similar image concepts? The Service Industries Journal, 25(4), 493-503.
Nadeau, J., Heslop, L., O’Reilly, N., & Luk, P. (2008). Destination in a country image context. Annals of Tourism Research, 35(1), 84-106.
Nebenzahl, I. D., Jaffe, E. D., & Lampert, S. I. (1997). Towards a theory of country image effect on product evaluation. Management International Review, 27-49.
Palau-Saumell, R., Forgas-Coll, S., Amaya-Molinar, C. M., & Sánchez-García, J. (2016). Examining how country image influences destination image in a behavioral intentions model: The cases of Lloret De Mar (Spain) and Cancun (Mexico). Journal of Travel & Tourism Marketing, 33(7), 949-965.
Pan, B., & Li, X. R. (2011). The long tail of destination image and online marketing. Annals of Tourism Research, 38(1), 132-152.
Park, Y., & Njite, D. (2010). Relationship between destination image and tourists' future behavior: Observations from Jeju island, Korea. Asia Pacific Journal of Tourism Research, 15(1), 1-20.
Pike, S. (2016). Destination image: Identifying baseline perceptions of Brazil, Argentina and Chile in the nascent Australian long haul travel market. Journal of Destination Marketing & Management, 5(2), 164-170.
Rittichainuwat, B. N., Qu, H., & Brown, T. J. (2001). Thailand's international travel image: Mostly favorable. Cornell Hospitality Quarterly, 42(2), 82.
Rittichainuwat, B. N., Qu, H., & Leong, J. K. (2003). The collective impacts of a bundle of travel determinants on repeat visitation. Journal of Hospitality & Tourism Research, 27(2), 217-236.
Roth, K. P., & Diamantopoulos, A. (2009). Advancing the country image construct. Journal of Business Research, 62(7), 726-740.
San Martín, H., & Del Bosque, I. A. R. (2008). Exploring the cognitive–affective nature of destination image and the role of psychological factors in its formation. Tourism Management, 29(2), 263-277.
Song, Z., Su, X., & Liaoning, L. (2013). The indirect effects of destination image on destination loyalty intention through tourist satisfaction and perceived value: The Bootstrap Approach. Journal of Travel & Tourism Marketing, 30(4), 386-409.
Stepchenkova, S., & Mills, J. E. (2010). Destination image: A meta-analysis of 2000-2007 research. Journal of Hospitality Marketing & Management, 19(6), 575-609.
Stylos, N., Vassiliadis, C. A., Bellou, V., & Andronikidis, A. (2016). Destination images, holistic images and personal normative beliefs: Predictors of intention to revisit a destination. Tourism Management, 53, 40-60.
Sun, X., Chi, C. G.-Q., & Xu, H. (2013). Developing destination loyalty: The case of Hainan Island. Annals of Tourism Research, 43, 547-577.
Tan, W.-K., & Wu, C.-E. (2016). An investigation of the relationships among destination familiarity, destination image and future visit intention. Journal of Destination Marketing & Management, 5(3), 214-226.
Tasci, A. D., & Gartner, W. C. (2007). Destination image and its functional relationships. Journal of travel research, 45(4), 413-425.
Tavitiyaman, P., & Qu, H. (2013). Destination image and behavior intention of travelers to Thailand: The moderating effect of perceived risk. Journal of Travel & Tourism Marketing, 30(3), 169-185.
Thanvisitthpon, N. (2016). Urban environmental assessment and social impact assessment of tourism development policy: Thailand's Ayutthaya Historical Park. Tourism Management Perspectives, 18, 1-5.
Tourism Authority of Thailand. (2016). Tourism on the move TAT review (Vol. 2).
Whang, H., Yong, S., & Ko, E. (2016). Pop culture, destination images, and visit intentions: Theory and research on travel motivations of Chinese and Russian tourists. Journal of Business Research, 69, 631-641.
World Tourism Organization. (2016). Thailand: Country-specific: Outbound tourism 2011 - 2015 (09.2016). Tourism Statistics.
Wu, C.-W. (2016). Destination loyalty modeling of the global tourism. Journal of Business Research, 69(6), 2213-2219.
Zeugner-Roth, K. P., & Žabkar, V. (2015). Bridging the gap between country and destination image: Assessing common facets and their predictive validity. Journal of Business Research, 68, 1844-1853.
Zhang, H., Fu, X., Cai, L. A., & Lu, L. (2014). Destination image and tourist loyalty: A meta-analysis Tourism Management, 40, 213-223.
Zhang, H., Xu, F., Leung, H. H., & Cai, L. A. (2016). The influence of destination-country image on prospective tourists’ visit intention: Testing three competing models. Asia Pacific Journal of Tourism Research, 21(7), 811-835.
Alcaniz, E. B., García, I. S., & Blas, S. S. (2009). The functional-psychological continuum in the cognitive image of a destination: A confirmatory analysis. Tourism Management, 30(5), 715-723.
Allred, A., Chakraborty, G., & Miller, S. J. (2000). Measuring images of developing countries: A scale development study. Journal of Euromarketing, 8(3), 29-49.
Baloglu, S., & McCleary, K. W. (1999). A model of destination image formation. Annals of Tourism Research, 26(4), 868-897.
Boulding, K. E. (1975). The image: Knowledge in life and society. Michigan: University of Michigan Press.
Camprubi, R., Guia, J., & Comas, J. (2013). The new role of tourists in destination image formation. Current Issues in Tourism, 16(2), 203-209.
Chen, C.-F., & Phou, S. (2013). A closer look at destination: Image, personality, relationship and loyalty. Tourism Management, 36, 269-278.
Chew, E. Y. T., & Jahari, S. A. (2014). Destination image as a mediator between perceived risks and revisit intention: A case of post-disaster Japan. Tourism Management, 40, 382-393.
Chi, C. G.-Q., & Qu, H. (2008). Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: An integrated approach. Tourism Management, 29(4), 624-636.
Crompton, J. L. (1979). Motivations for pleasure vacation. Annals of Tourism Research, 6(4), 408-424.
De Nisco, A., Mainolfi, G., Marino, V., & Napolitano, M. R. (2015). Tourism satisfaction effect on general country image, destination image, and post-visit intentions. Journal of Vacation Marketing, 21(4), 305-317.
Department of Tourism in Thailand. (2016). Statistic of foreigner tourists in Thailand in 2015. Bangkok: Department of Tourism.
Echtner, C. M., & Ritchie, J. B. (1991). The meaning and measurement of destination image. Journal of tourism studies, 2(2), 2-12.
Echtner, C. M., & Ritchie, J. B. (1993). The measurement of destination image: An empirical assessment. Journal of Travel Research, 31(4), 3-13.
Elliot, S., Papadopoulos, N., & Kim, S. S. (2010). An integrative model of place image: Exploring relationships between destination, product, and country images. Journal of Travel Research, 1-15.
Frias, D. M., Rodriguez, M. A., Castaneda, J. A., Sabiote, C. M., & Buhalis, D. (2012). The formation of a tourist destination's image via information sources: The moderating effect of culture. International Journal of Tourism Research, 14(5), 437-450.
Furman, D. M. (2010). The development of corporate image: A historiographic approach to a marketing concept. Corporate Reputation Review, 13(1), 63-75.
Gallarza, M. G., Saura, I. G., & Garcı́a, H. C. (2002). Destination image: Towards a conceptual framework. Annals of Tourism Research, 29(1), 56-78.
Gartner, W. C. (1994). Image formation process. Journal of Travel & Tourism Marketing, 2(2-3), 191-216.
Henkel, R., Henkel, P., Agrusa, W., Agrusa, J., & Tanner, J. (2006). Thailand as a tourist destination: Perceptions of international visitors and Thai residents. Asia Pacific Journal of Tourism Research, 11(3), 269-287.
Hosany, S., Ekinci, Y., & Uysal, M. (2006). Destination image and destination personality: An application of branding theories to tourism places. Journal of Business Research, 59(5), 638-642.
Iordanova, E. (2014). Understanding destination image: The case of Linz, European capital of culture, 2009. European Journal of Tourism Research, 8(1), 157-161.
Jalilvand, M. R., Samiei, N., Dini, B., & Manzari, P. Y. (2012). Examining the structural relationships of electronic word of mouth, destination image, tourist attitude toward destination and travel intention: An integrated approach. Journal of Destination Marketing & Management, 1(1-2), 134-143.
Kasim, A., & Alfandi, A. (2014). Managing destination image for potential gulf countries tourists via communication effects assessment: The case of Malaysia. International Journal of Business and Society, 15(3), 503.
Ketter, E. (2016). Destination image restoration on facebook: The case study of Nepal's Gurkha Earthquake. Journal of Hospitality & Tourism Management, 28, 66-72.
Kim, S. H., Holland, S., & Han, H. S. (2012). A structural model for examining how destination image, perceived value, and service quality affect destination loyalty: A case study of Orlando. International Journal of Tourism Research, 15(4), 313-328.
Kislali, H., Kavaratzis, M., & Saren, M. (2016). Rethinking destination image formation. International Journal of Culture, Tourism, & Hospitality Research, 10(1), 70-80.
Kock, F., Josiassen, A., & Assaf, A. G. (2016). Advancing destination image: The destination content model. Annals of Tourism Research, 61, 28-44.
Kotler, P., & Gertner, D. (2002). Country as brand, product, and beyond: A place marketing and brand management perspective. Journal of Brand Management, 9(4), 249-261.
Lee, R., & Lockshin, L. (2012). Reverse country-of-origin effects of product perceptions on destination image. Journal of Travel Research, 51(4), 502-511.
Lee, S., & Bai, B. (2016). Influence of popular culture on special interest tourists' destination image. Tourism Management, 52, 161-169.
Martin, I. M., & Eroglu, S. (1993). Measuring a multi-dimensional construct: country image. Journal of Business Research, 28(3), 191-210.
Martínez, S. C., & Alvarez, M. D. (2010). Country versus destination image in a developing country. Journal of Travel & Tourism Marketing, 27(7), 748-764.
McDowall, S., & Choi, Y. (2010). Thailand's destination image through the eyes of its citizens. International Journal of Hospitality & Tourism Administration, 11(3), 255-274.
Ministry of Tourism and Sport in Thailand. (2015). Strategy of Thailand tourism between 2015 - 2017. Bangkok: Ministry of Tourisms and Sport in Thailand.
Mossberg, L., & Kleppe, I. A. (2005). Country and destination image–different or similar image concepts? The Service Industries Journal, 25(4), 493-503.
Nadeau, J., Heslop, L., O’Reilly, N., & Luk, P. (2008). Destination in a country image context. Annals of Tourism Research, 35(1), 84-106.
Nebenzahl, I. D., Jaffe, E. D., & Lampert, S. I. (1997). Towards a theory of country image effect on product evaluation. Management International Review, 27-49.
Palau-Saumell, R., Forgas-Coll, S., Amaya-Molinar, C. M., & Sánchez-García, J. (2016). Examining how country image influences destination image in a behavioral intentions model: The cases of Lloret De Mar (Spain) and Cancun (Mexico). Journal of Travel & Tourism Marketing, 33(7), 949-965.
Pan, B., & Li, X. R. (2011). The long tail of destination image and online marketing. Annals of Tourism Research, 38(1), 132-152.
Park, Y., & Njite, D. (2010). Relationship between destination image and tourists' future behavior: Observations from Jeju island, Korea. Asia Pacific Journal of Tourism Research, 15(1), 1-20.
Pike, S. (2016). Destination image: Identifying baseline perceptions of Brazil, Argentina and Chile in the nascent Australian long haul travel market. Journal of Destination Marketing & Management, 5(2), 164-170.
Rittichainuwat, B. N., Qu, H., & Brown, T. J. (2001). Thailand's international travel image: Mostly favorable. Cornell Hospitality Quarterly, 42(2), 82.
Rittichainuwat, B. N., Qu, H., & Leong, J. K. (2003). The collective impacts of a bundle of travel determinants on repeat visitation. Journal of Hospitality & Tourism Research, 27(2), 217-236.
Roth, K. P., & Diamantopoulos, A. (2009). Advancing the country image construct. Journal of Business Research, 62(7), 726-740.
San Martín, H., & Del Bosque, I. A. R. (2008). Exploring the cognitive–affective nature of destination image and the role of psychological factors in its formation. Tourism Management, 29(2), 263-277.
Song, Z., Su, X., & Liaoning, L. (2013). The indirect effects of destination image on destination loyalty intention through tourist satisfaction and perceived value: The Bootstrap Approach. Journal of Travel & Tourism Marketing, 30(4), 386-409.
Stepchenkova, S., & Mills, J. E. (2010). Destination image: A meta-analysis of 2000-2007 research. Journal of Hospitality Marketing & Management, 19(6), 575-609.
Stylos, N., Vassiliadis, C. A., Bellou, V., & Andronikidis, A. (2016). Destination images, holistic images and personal normative beliefs: Predictors of intention to revisit a destination. Tourism Management, 53, 40-60.
Sun, X., Chi, C. G.-Q., & Xu, H. (2013). Developing destination loyalty: The case of Hainan Island. Annals of Tourism Research, 43, 547-577.
Tan, W.-K., & Wu, C.-E. (2016). An investigation of the relationships among destination familiarity, destination image and future visit intention. Journal of Destination Marketing & Management, 5(3), 214-226.
Tasci, A. D., & Gartner, W. C. (2007). Destination image and its functional relationships. Journal of travel research, 45(4), 413-425.
Tavitiyaman, P., & Qu, H. (2013). Destination image and behavior intention of travelers to Thailand: The moderating effect of perceived risk. Journal of Travel & Tourism Marketing, 30(3), 169-185.
Thanvisitthpon, N. (2016). Urban environmental assessment and social impact assessment of tourism development policy: Thailand's Ayutthaya Historical Park. Tourism Management Perspectives, 18, 1-5.
Tourism Authority of Thailand. (2016). Tourism on the move TAT review (Vol. 2).
Whang, H., Yong, S., & Ko, E. (2016). Pop culture, destination images, and visit intentions: Theory and research on travel motivations of Chinese and Russian tourists. Journal of Business Research, 69, 631-641.
World Tourism Organization. (2016). Thailand: Country-specific: Outbound tourism 2011 - 2015 (09.2016). Tourism Statistics.
Wu, C.-W. (2016). Destination loyalty modeling of the global tourism. Journal of Business Research, 69(6), 2213-2219.
Zeugner-Roth, K. P., & Žabkar, V. (2015). Bridging the gap between country and destination image: Assessing common facets and their predictive validity. Journal of Business Research, 68, 1844-1853.
Zhang, H., Fu, X., Cai, L. A., & Lu, L. (2014). Destination image and tourist loyalty: A meta-analysis Tourism Management, 40, 213-223.
Zhang, H., Xu, F., Leung, H. H., & Cai, L. A. (2016). The influence of destination-country image on prospective tourists’ visit intention: Testing three competing models. Asia Pacific Journal of Tourism Research, 21(7), 811-835.