Untitled

296 image, destination
It is the last finding that continues to be the basis
for much academic research. Images are said to be
formed by induced and organic agents. Induced
agents are those generally controlled by some other
source �such as destination promoters) and organic
components are acquired through personal experience.
These agents have been subjected to
further classification in an attempt to produce
customised image development programmes based
on cost, market penetration and credibility of the
message delivered. One of the agents that does not
fit either the induced or organic category is also
one of the most powerful with the ability to change
long held images in a short period of time. It has
been termed `autonomous' and consists of information
received via news media or popular culture
�such as movies and documentaries). Because of the
multiple image formation agents that one is
exposed to over a period of time it is important
to assess held images before embarking on
modification campaigns.
Increased attention has been given to the
methods utilised to measure existing images. Most
assessment research has asked survey respondents
to evaluate selected destination attributes, activities
and so on, using a type of Likert scale anchored by
bipolar adjectives �such as very impressive±very
unimpressive). Free elicitation has been proposed
as an alternative technique. This method limits the
amount of information provided to the survey
recipient with the hope of achieving a richer and
more varied range of responses.
Tourism image research is still a largely
unexplored area of inquiry. Because of its critical
importance in the tourism decision-making process,
much still needs to be done. It is a fruitful area
of research for many from various disciplines
including, but definitely not limited to, economics,
marketing, psychology, recreation, anthropology
and geography.
Further reading
Boulding, K. �1956) The Image:Knowledge in Life and
Society, Ann Arbor, MI: University of Michigan
Press.
Gartner, W.C. �1996) Tourism Development:Principles,
Processes, Policies, New York: Van Nostrand
Reinhold. �See Chapter 11.)
Gunn, C. �1972) Vacationscape:Designing Tourist
Regions, Austin, TX: Bureau of Business Research,
University of Texas.
Hunt, J.D. �1971) `Image: a factor in tourism',
unpublished doctoral dissertation, Colorado
State University.
image, destination
WILLIAMC.GARTNER,USA
The destination image refers to the attitude,
perception, beliefs and ideas one holds about a
particular geographic area in the world. It is
formed by the cognitive image one has about a
particular destination. Alternatively, a destination
image can be viewed as the mental picture
promoters are trying to instil within a target
audience. This is one of the key factors in the
travel selection process.
See also: destination choice
impact
WILLIAMC.GARTNER,USA
Impacts of tourism are the changes which occur as
a consequence of the industry. Although tourists
and the people that they come into contact with in
their places of origin are modified by tourism,
discussion of impacts focuses predominantly on
changes in destination areas. These changes may
be extremely wide-ranging, but for convenience it
is usual to divide impacts into three categories:
economic, environmental and social. In reality, the
categories overlap and changes in all three occur at
the same time. For example, it is possible to spend
money to improve the environment, but changes
in the employment of household members
associated with the acquisition of positions in
tourism may have implications for social interrelationships
within families. Furthermore, there
are other changes, such as those of a political
nature, which do not fit well into the threefold
division. In spite of these complexities, it is
commonly observed that the economic impacts