INTERNATIONAL FILM FESTIVAL OF INDIA - GOA
I, Vanita Mashnu Patil Gaude, do hereby declare that this dissertation entitled “Events and Destination Image: An Analysis o f
International Film Festival o f India - Goa” is a record o f original research work done by me under the supervision o f Dr. Dayanand M.S.
Associate Professor, Department o f M anagement Studies,Goa University.
I also declare that this dissertation or any part thereof has not been submitted by me for the award o f any Degree, Diploma, Title or recognition before.
Vanita iviasnnii Patil Gaude
Place: Goa University Date: \o£>\ ^
ii
This is to certify that the Ph.D. thesis titled “Events and Destination Image: An Analysis o f International Film Festival o f India
- Goa” is an original work carried out by V anita Mashnu Patil Gaude under my guidance, at the Department o f Management Studies, Goa University.
This dissertation or any part thereof has not formed the basis for the award o f any Degree, Diploma, Title or Recognition before.
Dr. Dayanand M.S.
Supervisor
Place: Goa University
iii
For guidance, friendships and emotional support, for both my dissertation work and journey throughout my Ph.D. program, there are number o f people who helped me, and I would like to express my deepest appreciation to each of them.
I would like to put on record my sincere gratitude to my mother late Shrimati Vimal M. Patil, who took great pride in the fact that her daughter was pursuing Ph.D., which in turn kept me constantly motivated.
I owe my deepest gratitude to my supervisor Dr. Dayanand M.S. He helped me in execution o f my preliminary research idea into a meaningful and operational research framework and offered valuable comments and direction when needed.
My sincere appreciation is extended to Prof. Nanadakumar Mekoth, Dr.
Purva Desai Hedge, Dr.Nirmala Rajanala and Dr.Nilesh Borde, teachers of Department of Management Studies, Goa University for their valuable suggestions.
I extend my gratitude to the expert on my FRC committee, Dr. Sudeshan Babu, Director, National Water Sports Department for his valuable guidance and suggestions throughout my study.
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the formalities for conducting the studies.
I thank all the officials of Entertainment Society of Goa for permitting and helping me during data collection. A special thanks to Mr. Saeesh Gandhi, Officer in Team IFFI2015 for making me a part of team IFFI which helped me in understanding various aspects of IFFI, 2015 event.
I owe special thanks to Dr. Wilson Nicolau Fernandes for his expert advice & guidance in Statistics. I also acknowledge and thank Mr. Sharat Jamkhandi and Ms.Bakita Naik for their assistance.
I am greatly indebted to my family and friends for their motivation, support and constant encouragement throughout the study.
Vanita Mashnu Patil Gaude
By: Vanita Mashnu Patil Gaude
Supervisor: Dr. Dayanand M.S. Associate Professor, Department Of Management Studies, Goa University-India
ABSTRACT
The present study was undertaken to provide a theoretical understanding and empirical examination of influence of Event Image on Event Behavioral Intention, Destination Image and Destination Behavioral Intention of event participants, as well as to investigate whether Event participants relate Dimensions of Event Image with Destination Image. The Data was collected from 383 event participants of International Film Festival of India 2015 held in Goa from 20th November 2015 to 30th November 2015.The Statistical Package SPSS version 22 were used to perform various statistical tests.
Analysis o f the data revealed that
1. Eight Dimensions contributed in creating the Image o f International Film Festival of India, Goa and Six Dimensions contributed in creating the Destination Image of Goa.
2. Image of the International Film Festival of India plays an important Role in influencing the image of Goa. It also has an ability to influence
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3. Dimensions of Event Image and Destination Image identified in this study and their analyses through IPA bring out important aspects perceived by event participants.
4. Most of the Event Image dimensions are related with Destination Image Dimension.
5. There is a difference in the perception of Event & Destination Image Dimensions, Event Image, Event and Destination Behavioral Intentions o f event participants as per Demographic Characteristics and number of visits.
The content of the thesis may be summarized as follows:
1. Identifying the dimensions of Event Image and Destination Image and determining the contribution of theses Dimensions in the formation of Image.
2. Evaluation of performance of the Event Image Dimensions and Destination Image Dimensions using Importance Performance Analyses.
3. Determining the influence o f Event Image on event participants Destination Image, Event & Destination Behavioral Intention.
4. Finding whether Event participants relate Dimensions of Event Image with Dimensions of Destination Image.
VII
Image and Event & Destination Behavioral Intention as per Demographics and number of visits to the event.
KEY WORDS
Event Image, Event Image Dimensions, Destination Image Dimensions, Event Behavioral Intention & Destination Behavioral Intention
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Chapter Page No.
Declaration • * li
Certificate i n• • •
Acknowledgements iv-v
Abstract V l-V lll• ♦«•
List of Tables vi
List of Figures
I INTRODUCTION 1-22
1.1 Research Background 1
1.2 Theoretical Background 5
1.3 Purpose of the Study 13
1.4 Research Problem, Research Questions and Objectives of the study
14
1.5 Significance of Study 18
1.6 Scope of the study 20
1.7 Organization of the thesis 20
II REVIEW OF LITERATURE 23-55
2 Literature Review 23
2.1 Literature Review On Destination Image 23 2.1a Contribution in building the theory of
Destination Image
24 2.1a.i Meaning & Definition of Destination
Image
24
2. la.ii Destination Image Formation 28
2. la.iii Types O f Destination Image 29
2. la.iv Dimensions of Destination Image 31 2.1a.v Measuring/Assessing the Image of the
Destination
32 2.1a.vi Factors influencing Destination Image 34 2.1b Role o f destination image on behaviour
and destination choice of the tourist
39 2.1b.i Influence of Destination image On Choice
of Tourist
39 2.1b.ii Influence of Destination Image on Future
Behavioural Intentions
40
2.2 Literature Review on Events 42
2.2a Types o f Events 42
2.2b Event Image 43
2.2c Dimensions of Event Image 44
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Intention
III RESEARCH METHODOLOGY 56-82
3.1 Research Methodology 56
3.2 Ethical Consideration 58
3.3 Unit of Study 58
3.4 Study Area 66
3.5 Instrument Development 67
3.5a Operationalization of Constructs 67
3.5b Item Generations 69
3.5c Questionnaire Designee 72
3.5d Content Validity 73
3.5e Face Validity 74
3.5f Pilot Study 74
3.6 Sampling Method: 75
3.7 Data Collection 76,
3.8 Cleaning & Testing Goodness of Data: 77
3.9 Data Analysis: 78
3.9a Descriptive Statistics 78
3.9b Exploratory factor analysis (EFA) 78
3.9c Importance Performance Analyses (IPA) 79
3.9d Correlation Analyses 81
3.9e Regression Analyses 81
3.9f Analyses of Variance (ANOVA) 82
IV FORMULATION OF HYPOTHESES 83-93
4 Formulation O f Hypotheses 83
4.1 Objectives of the Study 83
4.2 Research hypotheses 84
4.2a Influence o f Event Image on event
participant’s Destination Image, Event and Destination Behavioural Intention
84
4.2b Relationship o f Dimensions of Event Image with Destination Image
86 4.2c Perception o f Event Image Dimensions,
Event Image, Destination Image
Dimensions, Destination Image and Event
& Destination Behavioural Intention as per demographics of the event participant and number o f visits
89
5 Data Analyses 94 5.1 Data Cleaning and Replacement of
Missing Values
95 5.2 Demographic Profile o f the Respondent 95 5.2a Factor Analyses of Event Image
Dimensions
100 5.2b Factor Analyses of Destination Image 104 5.3 Analyses of the Event Image Among
Respondents
107 5.4 Analyses of Destination Image of the
Respondents
109
5.5 Importance Performance Analyses 110
5.6 Importance Performance Analyses of Destination Image Dimensions
115
5.7 Section II Testing of Hypotheses 119
5.7.1 Influence of Event Image on participant’s Event Behavioural Intention, Destination Image & Destination Behavioural
Intentions
119
5.7.2 Relationship between Dimensions of event 121 Image and Dimensions o f Destination
Image__________________________
VI DISCUSSION, CONCLUSION &
IMPLICATION
141-183
6.1 Discussions 141
6.1.1 Dimensions of Event Image 141
6.1.2 Dimensions of Destination Image 147
6.1.3 Importance Performance Analyses of Event and Destination Image
154 6.1.4 Importance Performance Analyses of
Destination Image Dimensions
159 6.1.5 Influence of Event image on participant’s
Behavioural Intention towards event, Destination Image & Destination Behavioural Intentions
163
6.1.6 Influence of Event Image on Participants Destination Image
164 6.1.7 Influence o f Event Image on Participants
Destination Behavioural Intentions
166 6.1.8 Relationship of Dimensions o f Event mage
with Dimensions of Destination Image
167
XI
Number of Visits
6.2 Managerial Implication 177
6.2.1 Event Managers 178
6.2.2 Destination Managers 179
6.3 Theoretical Contribution 181
6.4 Limitations 182
6.5 Directions for Future Research 182
6.6 Conclusion 183
REFERENCES 184-216
APPENDIX I 217-221
APPENDIX II 222-224
APPENDIX III 225-256
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Table No. Page No.
2.1 D efin itio n o f D estin ation Im age 25-28
3.1 A ttributes O f D estin ation Im age 70
3.2 Attributes of IFFI 71-72
3.3 Response Rate 77
5.1 D em ographic C haracteristics O f th e resp on d en ts 96
5.2 K M O and B artlett's T est for d im en sio n s o f ev en t Im age 99 5.3 K M O and B artlett's T est for d im en sio n s o f D estin ation
Im age
99 5.4 E igh t F actor P rincipal C om ponent A n a ly se s o f E vent Im age 100-101 5.5 S ix F a cto r P r in c ip a l C o m p o n e n t F a c to r A n a ly s is o f
D e s tin a tio n Im a g e
104-105 5.6 D escrip tiv e S ta tistics O f D im en sio n s O f E ven t Im age 108 5.7 D escrip tiv e S ta tistics o f D im en sio n s o f D estin ation 109 5.8 Im portance Perform ance A n a ly sis o f E ven t D im en sion s 111-112 5.9 Im portance perform ance A n a ly ses o f D estin a tio n Im age
D im en sio n s
116-117 5.10 In flu en ce o f E ven t Im age p articip an t’s E v en t B ehavioural
Intention, D estin ation Im age & D estin a tio n B ehavioural Inten tions
120 5.11 R elation sh ip b etw een D im en sio n s o f E v en t Im age and
D im en sion s o f D estin ation Im age
124-126 5.12 E vent P articipant’s p ercep tion o f E v en t Im age D im en sion s
b ased on D em ograp h ics and N um ber o f v is its
128 5.13 E ven t P articipant’s p ercep tion o f D estin a tio n Im age
D im en sio n s b ased on D em ograp h ics and N u m b er o f v isits
131 5.14 E ven t P articipants p ercep tion o f E v en t Im age based on
D em ograp h ics and num ber o f v isits to th e ev en t
133 5.15 D ifferen ce in E ven t R ep articip atin g In ten tio n based on
D em ograp h ics and num ber o f v is its o f th e ev en t p articip an ts’
134 5.16 D ifferen ce in w illin g n e ss to recom m en d th e ev e n ts to others
b ased on D em o grap h ics and num ber o f v isits o f the ev en t p articip an ts’
136
5.17 D ifferen ce in E ven t P articipants p ercep tio n o f D estin ation Im age B ased on th eir D em ograp h ics and num ber o f v isits
137 5.18 D ifferen ce in E v en t P articip ants p ercep tion o f D estin ation
R e v isit In ten tion B a sed on th eir D em o g ra p h ics and num ber o f v isits
138 5.19 D iffe r e n c e in w illin g n e ss to recom m en d th e D estin ation to
oth ers b ased on D em o g ra p h ics and num ber o f v isits
139
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2.1 Types of Image ^ 29
2.2 Formation of Secondary Image 30
2.3 General framework of destination Image Formation
31
2.4 Classification Of Events 43
3.1 Importance-Performance Matrix (IPA Matrix) 81 4.1 Influence of Event Image on Event & Destination
Behavioural Intentions and, Destination image
86 4.2 Hypothesized relationship between Dimensions of
Event Image with Dimensions of Destination Image
89
4.3 Hypothesized relationship between Dimensions of Event Image and Demographics Characteristics &
number of visits.
90
4.4 Hypothesized relationship between Dimensions of Destination Image and Demographics Characteristics & number of visits
90
4.5 Hypothesized relationship between Event Image and Demographics Characteristics & number of visits.
91
4.6 Hypothesized relationship between Event Re
participation Intention and Demographics Characteristics & number of visits
91
4.7 Hypothesized relationship between Event Re
commendation Intention and Demographics Characteristics & number of visits.
92
4.8 Hypothesized relationship between Destination Image and Demographics Characteristics &
number o f visits.
92
4.9 Hypothesized relationship between Destination Re
visit Intention and Demographics Characteristics &
number of visits
93
4.10 Hypothesized relationship between Destination Re
commendation Intention and Demographics Characteristics & number of visits
93
XIV
CHAPTER I
INTRODUCTION
1. INTRODUCTION:
The Introduction chapter covers Research &Theoretical Background, states the Purpose of the Study, Research Problem, Research Questions and Objectives of the study and presents Significance of the study, Scope of the study and the Organization o f the Thesis.
1.1 RESEARCH BACKGROUND:
“Tourism is conceived as an easy means o f boosting a national or regional economy, as it may bring investment, create jobs, and promote sales of crafts and local artifacts”. (Pandey et al., 1995). “Increasingly, cities, and nations are turning to tourism as an important element in their economic portfolio. If it is handled appropriately, tourism can also become an important engine for achieving broader social goals”(Crouch & Ritchie, 1999). According to UNWTO 2015 report, "Tourism has evolved into a global phenomenon - one of the most important economic sectors and social activities of our time. Today, it contributes directly to 10% of the world’s GDP; one in 11 jobs globally and contributes US $ 1.5 trillion in world export.” As per the projection of UNWTO (2015) “...international tourist arrivals worldwide by 2020 is
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expected to reach close to 1.4 billion. The 1.5 billion mark will be in sight by 2023 and 1.8 billion by 2030”. This growth in tourism industry has attracted destination managers to develop new tourism destinations. However, "as a socio-economic activity, tourism does not occur randomly. Some destinations appear to be more successful than others in offering tourism activities and in attracting tourists”(Formica, 2000). Apart from this, “Today’s tourist is facilitated by increased leisure time rising level of disposable income and more efficient transportation network” (Echtner & Ritchie 1993). So on one side there are several choices available for the traveler and on the other side they have become quite selective in deciding which destination to travel, leading to increase in challenges before the destination marketers. "In order to remain competitive ...in today’s world, destinations will have to design and implement strategies and marketing initiatives which addresses to achieve the desired product positions in the target markets”(Hawkes & Kwortnik 2010). “A key component of this positioning process is the creation and management of a distinctive and appealing perception or image of the destination” (Calantone et al, 1989).
According to Crompton (1979) Destination Image is, “the sum o f beliefs, ideas, and impressions that people have of a destination”. The destination images held by consumers are so powerful that they can either benefit the country or have a negative impact. "In order to benefit the destination, images have to be
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distinctive, appealing, simple, and most importantly, believable and should be based on reality” (Kotler & Gartner 2002).
Image of the destination perceived by the tourist plays a crucial role in understanding the behavior of tourist as well as developing appropriate marketing strategies. Researchers in the past in travel and tourism have demonstrated that Destination Image plays a vital role in influencing the behavior o f tourist. Tourist behavior is a Collective term, which includes pre
visit’s decision making, attitude during the stay and post - visit behavioral intention i.e. Intention to revisit the destination and willingness to recommend the destination to others. “It is argued that image will influence a tourist in the process o f choosing a stay, the subsequent evaluation of the stay and in his or her future intentions” (Bigne et al, 2001). This stimulated to investigate factors influencing Destination Image in the academic field. “Secondary & primary information sources, motivations experience of leisure travel and socio demographic characteristics related to gender, age, level of education, social class, and country o f origin are some of the factors that determine the formation of post-visit image of the destination ”. Beerli & Martin (2004).
The studies of Mossberg & Hallberg(1999), Jago et al (2003), Hinch& Higham (2004), Richards & Wilson (2004), Dimeo & Kay (2004), Boo &Busser (2006) have identified Event as one of the factor which plays vital role in enhancing
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the image o f the host destination and further to this researcher like Kaplanidou
& Gibson (2010), Kaplanidou & Vogt (2007), Kim & Chalip (2004) demonstrated its influence on the tourist Behavioral Intentions. "When a major event attracts international attention and large number o f visitors, the centre or region hosting the event is effected in many ways, both positively and negatively”(Symel et. al. 1989). “The successful hosting of mega-events has been purported to not only increase awareness and enhance the image of the host country, but to also create a stronger competitive position and greater benefits from tourists in the long-run’’(Ritchie & Smith, 1991). Furthermore, Murphy & Carmichael(1991), Kang & Perdue(1994), Lee & Kwon( 1995), Lee
& Kim( 1998), Ritchie & Adair( 2002), Gelan(2003) has proved that mega
events have generated a positive economic impact for the host cities or countries, in the form of tourist expenditure, foreign exchange earnings, income, employment, and government taxes. . “In the context of tourism destination marketing and branding, events can play a number of important roles - as attractions, image maker, animators of statistic attractions, and catalysts for other developments.” (Getz, 2005). In the academic field many researchers have provided sufficient evidence showing the influence of event on the image of the host destination, decision to choose the destination, correcting the negative image of the destination as well reinforcing and repositioning the image of the host place.
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1.2 THEORETICAL BACKGROUND
Concept of Destination Image:
The processes of conceptualization of Destination Image have been started from 1970 onwards and it continues till date. The reason behind this could be destination image is a complex term to understand and to define. Hence, several researchers have made an attempt to understand the concept of Destination Image. Literature presents various definitions of the term destination image. However, the most commonly used definition is the definition of Crompton (1979), According to him, “Destination Image is the sum o f beliefs, ideas and impressions that a person has of a destination.” Other researchers who have contributed in the field o f Destination Image are Echtner and Ritchie (1991) who defines Destination Image as, “The perceptions of individual destination attributes and the holistic impression made by the destination”. In addition to this he also states that a destination image is processed in a three dimensional space: namely functional, psychological and holistic, where as Baloglu & Brinberg, (1997) and Baloglu & McCleary, (1999) states that Destination Image construct has at least two distinctive elements they are Cognitive and Affective. The Cognitive, element refers to all knowledge, perceptions, and beliefs that potential travelers hold about a destination and interprets image as a set o f relevant attributes. Affective, element of Destination Image refers to consumers’ feelings about a destination, which can be favorable, unfavorable, or neutral. The association of Cognitive
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and Affective elements leads to a behavioral, or co native component of Destination Image (Gartner 1993).
Destination Image Formation:
Gartner 1993, states that, "Image formation is defined as a construction of a mental representation of a destination on the basis of information cues delivered by the image formation agents and selected by a person.” Literature related to Destination image suggests three sources of image formation they are Destination promoters, autonomous and Image receiver himself. Balogu and McCleary (1999) and Beerli and Martin (2004) states that “Destination Image is formed by two main factors i.e. stimulus factors (external factors) and traveler’s characteristics (internal factors)”. Stimulus factors are information received from various sources which include organic, autonomous, induced, and modified induced sources (Echtner & Ritchie, 1993).where as Internal Factors includes individual characteristics which are socio-demographic factors like age, gender, social class, level of education, country of origin, ethnicity/race etc. and Psychological characteristics like personal needs, preferences, interests, motivations, values, prior knowledge, personality, and lifestyle.
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Stages of Image formation:
Literature reviles various stages of image formation. Gunn (1988) model of image formation is of seven stages:
1. Formation o f mental image about holiday experiences 2. Modification of above images based on information search
3. Decision is taken about vacation based on Mental Image and Further Information
4. Actual Travel to the Destination
5. Experience the Destination during the trip 6. Return from the trip and
7. Further Modification of images depending on the vacation experience
Agents of Image Formation:
According to Gunn (1972), Gartner (1993), Alhemoud & Armstrong (1996), Court & Lupton (1997), “Image formation is a construction o f a mental representation o f a destination on the basis of information cues delivered by the image formation agents and selected by a person”. As per Gunn (1972) Destination Image is formed through Induced and Organic agents. Induced agent is the destination promoter itself who supplies information through marketing efforts. Organic agents are independent and supplies unbiased information about destination by way of news stories, documentaries, movies
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etc. Gartner (1994) presented a list of eight different agents of image formation they are: Overt induced I (traditional forms of advertising), Overt induced II (information received from tour operators, wholesalers, and organizations), Covert induced I (recognized spokesperson), Covert induced II (Articles, reports, or stories about a particular place from unbiased source), Autonomous agents (independently produced reports, documentaries, movies, and news articles), Unsolicited organic (Information not requested and provided by tourists who have been to a destination and believe have knowledge of it), Solicited organic (family or friends) and Organic (previous travel experience).
Destination Image and Behavioral Intention:
The studies o f Chon (1990), (1991), Chen and Tsai (2007), Fakeye and Crompton (1991), Lee, Lee, and Lee (2005) revealed the substantial influence of Destination Image on tourist behavior. Warshaw and Davis (1985) defined behavioral intentions as, “ the degree to which a person has formulated conscious plans to perform or none perform some specified future behavior.”
Future Behavior Intention means Intention to repeat visit/Purchase and Willingness to recommend. “Revisit intention refers to tourist willingness or plans to visit the same destination again.” Cole & Scott, (2004). According to Zei-thaml, Berry, &Parasuraman, (1996). “Revisit intentions can be defined as the intention o f consumers to experience the same product, brand, place or region in the future”. According to Reichheld & Sasser, (1990) & Shoemaker
& Lewis, (1999). “Repeat purchase has been accepted as one of the most
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important subjects in contemporary marketing. In many studies, benefits of repeat purchase are often noted as l)attracting previous customers is more cost- effective than gaining new ones,(2) 5% increase in customer retention could increase profit by 25-85% and (3) customer retention tends to yield positive word-of-mouth.”“ This phenomenon of repeat visit is also accepted in the field of tourism, indeed, many travel destinations rely heavily on repeat visitors.”
(Darnell & Johnson, 2001).
Richins, (1984) states that, "Word-of-mouth is a form of interpersonal communication concerning a consumer’s experience with an organization, product, or service”. Mangold, Miller and Brockway (1999) described word-of- mouth as a “Dominant force in the marketplace”, while Bendapudi and Berry (1997) noted that word-of-mouth is the “.Ultimate test of the customer’s relationship and shows “.... whether the customer is willing to become an advocate” for a brand. According to Reichheld & Sasser, (1990), Word-of- mouth referrals account for up to 60% of sales to new customers. Researchers like Herr, Kardes, & Kim, (1991), Andreassen & Lindestad, (1998), Petrick, (2004) and De Matos & Vargas Rossi, (2008) in their studies discussed Image as an antecedent to word-of-mouth activity and are recognized as an indicator of consumer loyalty.
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Events:
Event which is recognized as Special Event in academics is defined by Geier (1986) “As any activity outside of an organization’s normal program presented for and/or with a group of people that has a specific time frame”. Whereas according to Getz (1999) “A Special event is a onetime or infrequently occurring event outside the normal program or activities of the sponsoring or organizing body. To the customer, a special event is an opportunity for leisure, social, or cultural experience outside the normal range of choices or beyond everyday experience”.
Types of Events:
Jago, (1997) classifies event into two categories , they are: Routine or Common events and Special events. Special Events are further classified into Minor Special Events, Festivals and Major Events. Major Events includes Hallmark Events and Mega Events. Where as Getz in his studies carried out in 1991, 2005, and 2008 classifies events on the bases o f Size, Occurrence and Form.
On the bases o f Size & Occurrence events are classified as Occasional Mega - event, periodic Hallmark event, Periodic regional event and periodic local events. On the basis of content or form events are classified as cultural event, sports event, arts and entertainment event, education & scientific event and Private event.
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Event Image:
Gwinner (1997), Defines , “an Event’s Image is a function of the type of Event (e.g., sports, festival, arts), Event characteristics (e.g., size, professional status, history, venue, promotional appearance), and individual factors (e.g., meanings associated with the Event, strength of meanings, and past history with the Event)”. According to Kaplanidou (2006) “Event Image could consist of similar components to those of the Destination’s Image”. Whereas the study of Kaplanidou, Funk, Buta & Goutzioupas, (2009) reveals that “active sports tourists’ images of a sports event include mental representations about the organizational, environmental, physical, social and emotional aspects of the event”. Such aspects can influence their behavioral intentions to return to the destination as well as their destination image perceptions (Kaplanidou & Vogt, 2007). Thus, the importance of the event image concept is twofold: it has a significant influence on destination image and behavioral intentions to revisit the host destination (Kaplanidou & Vogt, 2007).
Theories of Image Transfer:
There are no specific direct theories of image transfer particularly related to event image transfer into destination image as well as limited usage of understanding the mechanism involved in event image transfer into destination image is available in the field of academics, very few researchers who have
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made this attempt have applied theories of Brand image particularly the theory of Co - branding and Associative network memory model.
The Theory o f Co-Branding:
As per this theory co-branding of two brands leads to transferring image o f one brand to another, the theory is used by the researchers in destination Image field in which two brands i.e. destination and events have been paired for image transfer which leads to positive image transfer or negative image transfer. Kim and C.T. Allen (1996), Van Auken and Adams (1999) states that
“mere pairing of events and destination is not important rather it is important that which destination is paired with which event. It is essential to explore the events brand relation with the destination brand to acquire desired results”.
Associative Network Memory Model (ANMM):
“The ANMM (Keller 1993) is an image-formation mechanism. The model assumes that human memory consists of network o f nodes and connecting links, in which the nodes represent stored information or concepts, and the links represent the strength o f the associations between information and concepts. Information is recalled from memory when a node is activated. This process is known as “association, “and these associations form the image of the destination”.
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The present study conceptualizes that image of the destination and event is formed by its dimensions. Event image influences event behavioral intentions and destination image influences destination behavioral intentions. Apart from this Event image play important role in influencing the image of the host destination leading to impacting on future Behavioral intentions of the event participants. The study hypothesizes that the transfer of event image to destination is a result of relationship of dimensions of event image with the dimensions of destination Image.
1.3 PURPOSE OF THE STUDY:
The main purpose of the current study is to determine the role of event image in influencing event participant’s image of the host destination and their event and destination behavioral intention. This study also seeks to identify the dimensions o f event image and destination image by using Importance Performance Analyses matrix, Further to this the study seeks to provide a theoretical understanding and empirical examination of influence of event image on Event Behavioral Intention, Destination Image and Destination Behavioral Intention of event participants, as well as to investigate whether Event participants relate Dimensions of event Image with Destination Image.
This research is conducted to investigate the above.
eeeaesas
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1.4 RESEARCH PROBLEM, RESEARCH QUESTIONS AND OBJECTIVES OF THE STUDY:
The phenomenon of hosting events for tourism has been extensively discussed in both the tourism and event fields. “The tourism literature concentrates on whether events can improve or otherwise change the image of the hosting destination.”(Deng & Li, 2013). “In the event field, related studies have focused on the economic, socio-cultural, and environmental effects of these events on the host city or country.” (Getz, 2008).However ,Most of the researchers have focused their studies on assessing the relationship of Sports Events and Destination Image particularly Mega Sports events like Olympic, World Cup etc., Respondent chosen in most of the studies were either students or foreign tourist and not the actual event participants. The influences of event on the image of destination were assessed by simply taking responses from the respondent on the attributes of destination image before, during or after the event. The systematic study involving, identifying the dimensions of event image, assessing the importance of theses dimensions to the participants and evaluating their actual experience by Importance Performance analyses, contribution o f the dimensions of event in the image o f the event. Assessing the impact of Event Image on Destination Image, Event Behavioral Intention as well as Destination Behavioral Intentions was not found. Limited number of studies is found in the academic literature which assessed the contribution of recurring annual cultural or leisure events on the event participant’s image of
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the host destination and future behavioral intentions. Most of the Studies undertaken were “whether type” of studies. (Whether event influences destination image?) Paucity o f research assessing How, Event Image influences Image of the Destination? Film Events which are partly considered as cultural events also have the capacity to enhance the image of the destination as well as hold the potential to influence Behavioral Intention of event participants. This study attempts to bring out Event related, issues such as Event Image and Dimensions, Destination Image and Dimensions, Importance performance of event and destination image dimensions, Influence o f Event Image on Destination Image and Behavioral Intentions and Event Participants’ relational association with Dimensions of Event and Destination Image for taking decisions related to attending the event or visiting the destination,
Research Questions:
The following research questions guided the study by answering issues relevant to the main objectives and narrow down the findings to accomplish the research goal:
> What are the dimensions o f event image?
> What is the contribution o f these dimensions in creating the image o f the event?
> How important are theses dimensions and their actual experience?
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> Whether event image influences participant’s event revisit &
recommendation intention?
> Is there any difference in perception of Dimensions of Event Image, Event Image & Behavioral Intention as per Gender, Age, and Marital status, Level o f Education and Occupation of the event participant?
> Is there any difference in Dimensions of Event Image, Event Image &
Behavioral Intention of First Time, Repeat & Regular Event participants’?
> What are the Dimensions of Destination images of Event Participants’?
> What is the contribution o f these dimensions in creating the Image of the Destination?
> How important are theses Dimensions and their actual experience?
> Does Event Image influences event participants Destination Image &
Destination Behavioral Intentions?
> Do participants relate Event Image Dimensions with Destination Image Dimensions?
> Is there any difference in perception of Dimensions of Destination Image, Destination Image & Destination Behavioral Intention as per Gender, Age, Marital status, Level of Education & Occupation o f the event participants?
> Is there any difference in Dimensions of Destination Image, Destination Image & Destination Behavioral Intention o f First Time, Repeat &
Regular Event participants’?
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Objectives of the Study:
Based on the purpose and research questions, the broad objectives have been framed to understand the mechanism and process involved in the formation of Event Image, and its influence on Destination Image and Behavioral Intentions
• To identify the dimensions of Event Image and Destination Image and to determine the contribution of these Dimensions in the formation of Image.
• To assess performance of the Event Image Dimensions and Destination Image Dimensions using Importance Performance Analyses.
• To study the influence o f Event Image on event participants Destination Image, Event & Destination Behavioral Intention.
• To investigate whether Event participants relate Dimensions of Event Image with Dimensions of Destination Image.
• To find if there is any difference in the perception of Event Image Dimensions, Event Image, Destination Image Dimensions, Destination Image and Event & Destination Behavioral Intention as per Demographics and number of visits to the event.
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I. 5 SIGNIFICANCE OF STUDY:
J. Hunt (1975) one of the pioneer researcher in the field of destination image believed th a t, Image of the destination plays significant role in the success of tourism activities of the nation due to its potential to influence decision making capability o f tourist. The studies ofBaloglu & McCleary, (1999), Chon, (1990), (1992), Echtner & Ritchie, (1991), Milman & Pizam, (1995), Woodside &
Lysonski, (1989) acknowledge that, "destination image affects tourists’
subjective perception, consequent behavior, and destination choice” . According to Chen, (2001) “a good understanding of tourists' perceived importance o f destination presumably enables destination marketers to entice potential customers”. In addition, the resulting data acquired from tourists ' image studies often help destination marketers identify a location's strengths and weaknesses, providing critical insights on service delivery and product development. This importance of Destination Image concept have motivated various researchers in last 45 years to carry out studies to understand various aspects o f destination Image concept, Despite of this , the research on destination image faces difficulties due to tourism product’s characteristics such as its “complexity” (Smith 1994) and “multidimensionality” (Gartner.
1989).
“Tourism destinations widely recognize the important role and potential benefits o f hosting events, despite huge costs, investment, and related social problems when preparing and
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Hosting the event” (Getz 2008). According to the comprehensive image formation framework of Gartner (1993), “when a tourism destination hosts an event, the destination image will change because of various related factors, such as media exposure, word of mouth, and so forth”. Scholars of both tourism and event fields regard the effect of events on the change of tourist- perceived destination image as one of the popular topics. Consequently, this effect has been discussed and supported by empirical studies (Kim and Morrison 2005; C.-K. Lee, Lee, and Lee 2005; Xing and Chalip 2006).
Demarche(2003) mentions that “Destinations are attracted to hosting sport Events to draw marketing benefits that will contribute to the success of the Destination in the long run by creating awareness, improving their Image with visitors, and attracting tourism business to generate future inbound travel”.
Literature reveals number of studies which have shown the influence o f Event on Destination Image e.g. Mossberg (1997, 1999), Kim and Morrision (2005), Ritchie and Smith (2005), Lee, Lee, & Lee, (2005) Lee, Taylor, & Lee, 2005) etc. & also the subsequent influence on the participant Behavioral intention has been shown by the studies undertaken by K. Kaplanidou & C. Vogt (2007), Kaplanidou, Jorda, Funk, and Rindinger (2012).However, the concept o f image is dynamic and complex and need to be investigated more carefully and systematically.
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1.6 SCOPE OF THE STUDY:
The study is conducted at International Film Festival of India, Goa. (IFFI), which was held from 20/11/2015 to 31/11/2015 at Panaji, the state capital of Goa in India. The respondents were the actual International and National event participants. The overall goal of the study is to understand whether event influenced destination Image of the host place is formed by relating the Dimensions of event Image with the Dimensions of Destination Image. The researcher has to identify the dimensions of event image and destination Image by applying Importance Performance analyses and also have to test the influence of event image on event behavioral intentions. Destination image and Destination Behavioral intentions. Additionally the current study also measured the difference in perceptions of various variables depending upon Demographic Characteristics and Number of visit of the event participants. The results o f the studies are useful to the event organizers, destination managers, policymakers and educationalist in the field of event and destination image. Apart from this the attempt made to understand the image transfer mechanism of event image to destination image will contribute in expanding current knowledge in the field of Destination Image.
1.7 ORGANIZATION OF THE THESIS :
The thesis is organized into six chapters. A brief outline of each of them is given below:
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Chapter I: The Introduction
The Introduction chapter includes Research Background, Theoretical Background, and Purpose of the Study, Research Problem, Research Questions, and Objectives of the study, Significance of Study, Scope of the study and Organization o f the Thesis.
Chapter II: Review of Literature
This chapter focuses on the reviews of the relevant literature related to Destination Image, Event Image and Influence of Event Image on Destination Image and Behavioral Intentions.
Chapter III: Research Methodology
This chapter provides a detailed discussion of the research methodology adopted by the researcher for the effective conduct of the study. It contains information on the research design, data collection and analysis techniques.
Chapter IV: Formulation of Hypotheses
This chapter includes the objectives designed for the purpose, and the formulation of the hypotheses based on the conceptual models developed for testing.
Chapter V: Analysis and Results
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This chapter deals with the data analysis and results of the study.
Chapter VI: Discussions and Conclusions
This chapter summarizes the findings of the study, implications of the study, areas of future research, limitations and conclusions of the study.
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CHAPTER - II
LITERATURE REVIEW
2 LITERATURE REVIEW:
In this chapter the researcher will be reviewing literature related to Destination Image , Event Image and Influence of Event Image on Destination Image and Behavioral Intentions.
2.1 LITERATURE REVIEW ON DESTINATION IMAGE:
Destination Image plays an important role in the success of Tourism. It is a crucial factor for the Supply - Side i.e. promoters of tourism as well as for the Demand Side i.e. Tourist. From the suppliers point of view important marketing decisions like promotion, planning, positioning etc. depends on the Image of the destination. From Demand Side i.e. Tourist decision in selecting a place to visit and future Behavioral Intention depends on the image created by the destination. Researchers universally accepted this importance and various studies have been conducted in this field. The studies relating to Tourism destination image emerged from Hunt’s work of 1971. From this time onwards, there were various researchers who made contributions in this field. They have investigated destination image based on two approaches:
(a) Contribution in building the theory of Destination Image and
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(b) Role o f destination image on behavior and destination choice of the tourist.
2.1 a. Contribution in building the theory of Destination Image:
In the last 45 years researchers have made a substantial contribution in developing the theories of Destination Image. The main focus of these studies was to:
i. Understand and Define Destination Image ii. In formation of Image
iii. Identifying components/dimensions of destination Image iv. Measuring/Assessing the Image of the Destination and v. Determining Factors influencing Destination Image.
2.1a. i. Meaning & Definition of Destination Image:
Olivia Jenkins (1999) states, “Determining an exact meaning of the term
‘tourist destination image’ is problematic. The term has been used in a variety of contexts, including those pertaining to the destination images projected by tourism promoters, the publicly held or ‘stereotype’ image of the destinations and the destination image held by individuals.” A substantial number of researchers have contributed in defining the term Destination Image. The reason behind this is that they are actually defining a specific aspect of destination image and not the comprehensive definition in which all aspects of destination image are covered. Table2.1 presents some selected definitions of
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Destination Image from 1975 to 2013. The analyses of theses definition brings out some important aspects. Authors like Hunt (1975), Assael (1984), Phelps (1986),Richardson& Crompton (1988), Calantone, et al (1989) defines Destination Image by using the term tourist perceptions of the place to visit.
Which is basically of a potential tourist and this opinion is based on various sources of information. Authors like Lawson and Bond-Bovy (1977), Reynolds (1985), Fakeye and Crompton (1991) talks about the process of forming this opinion or perception. Researchers like Dichter (1985), Gartner (1989), Mackay and Fesenmaier (1997) brings out the importance of attributes of destination in creating the image. Embacher and Buttle (1989), Gartner (1993), (1996) brings in the concept of “cognitive, affective, and conative”
relationship. Ahmed et al. (2006), Tasci, Gartner & Cavusgil (2007), Agapito
& Mendes (2013) address its influence on the consumer behavior”.
Table2.1
Definition of Destination Image
References Definition of image
Hunt (1975) “Perceptions held by potential visitors about and area ”
Crompton (1977) “Organized representations o f a destination in a cognitive system ”
Lawson and Bond-Bovy (1977)
“An expression o f knowledge, impressions, prejudice, imaginations and emotional
thoughts an individual has o f a specific object or place ”
Crompton (1979) “Sum o f beliefs, ideas and impressions that a person has o f a destination ”
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References Definition of image
Dichter (1985) “Image as an overall or total impression which is formed as a result o f the evaluation o f individual attributes which may contain both cognitive and emotional content ”
Reynolds (1984) “An image is the mental construct developed by the consumer On the basis o f a few selected impressions among the flood o f total impressions. It comes into being through a creative process in which selected impressions are elaborated, embellished and ordered”
Phelps (1986) “Perceptions or impressions o f a place ”
Gartner & Hunt (1987) “Impressions that a person ...holds about a state in which they do not reside ”
Fridgen (1987) “A mental representation o f an object, person or event which is not physically before the observer ”.
Assael (1987) “Perception o f vacation attribute ” Richardson & Crompton
(1988)
“A Complex combination o f various products and associated attributes ”
Gartner (1989) “Total perception o f the destination that is form ed by processing information from
various sources over time ”
Embacher and Buttle (1989) “Image is comprised o f the ideas or conceptions held Individually or collectively o f the destination under investigation. Image may comprise both cognitive and evaluative components ”
Calantone,et al (1989) “Perception o f potential tourist destination ” Fakeye and Crompton (1991) “Image is the mental construct developed by a
potential tourist on the basis o f a few selected impressions among the flood o f total impressions ”
Kotler et al (1994) “The image o f a place is the sum o f beliefs, ideas, and impressions that a person holds o f it”
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_______ References____________________ Definition of im age___________
Gartner (1993), (1996) “Destination images are developed by three hierarchically interrelated components:
cognitive, affective, and conative ”
Milman andPizam (1995) “Visual or mental impression o f a place, a product, or an experience held by the general public ”
Mackay and Fesenmaier “A compilation o f beliefs and impressions
(1997) based on information processing from a
variety o f sources over time resulting in an internally accepted mental construct .... A composite o f various attractions and attributes woven into a total impression ”
Baloglu andMcCleary(1999) “An individual’s mental representation o f knowledge, feelings, and global impressions about a destination ”
Ahmed et al. (2006) “What tourists think or perceive about a state as a destination, its tourism resources, its tourist services, the hospitality o f its host, its social and cultural norms, and its rules and regulations which influence their consumer behaviour ”,
Stepchenkova &Morrison “Image is a multi-faceted, Composite (2006) construct, which consists o f interrelated cognitive and affective evaluation woven into overall impression ”
Della Corte and Micera “The whole o f beliefs, ideas and impressions a (2007) destination can generate in potential and
actual tourists ’ minds ”
Tasci,Gartner (2007)
& Cavusgil “Destination image is an interactive system o f thoughts, opinions, feelings, visualization, and intentions toward a destination ”
Bigne, Sanchez and Sanz, “It consists o f all that the destination evokes in (2009) the individual; any idea, belief, feeling or attitude that tourists associate with the place ”,
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References Definition of image
Agapito & Mendes (2013) “Destination Image consists o f a subjective interpretation o f a destination made by an individual which influences tourist behaviour ”
2.1 a ii. Destination Image Formation:
Destination image formation is a continuous process and keeps on modifying from pre-visit to post visit stages of travel. According to Ditcher (1985) &
Embacher and Buttle (1989), “Image is formed by interrelating two components i.e. Cognitive & Affective”. Baloglu and McCleary (1999), Chen
& Uysal (2002), Kim & Richardson (2003,) Pike & Ryan (2004), Beerli &
Martin (2004) states ,“ Image formed by belief or knowledge is termed as cognitive image and image formed by cognitive evaluation of a place and feelings towards it is termed has affective image.” Similar opinion is also articulated by Martin & Bosque (2008) and mentions that “Destination image is multi - dimensional that includes not only belief or knowledge about the place’s attributes, but also the individual’s feelings towards the tourist destination.” According to Gartner (1994), “Destination images are formed by three distinctly different but hierarchically interrelated components: cognitive, affective and conative”. The conative or behavioral aspect of the destination image is related to how a traveler acts toward a destination on the basis of cognitive and affective image. Stem & Krakover (1993), Baloglu and McCleary (1999), Tasci, Gartner & Cavusgil (2007) affirm that, “Interrelation
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between Cognitive & Affective components leads to Composite Image or overall image”.
2.1 a iii. Types of Destination Image:
Phelps (1986) Gunn (1988), Mansfield (1992) categorizes image into Primary image and Secondary image. Primary Image is formed by actual visitation to the destination and recalling the experience. Whereas, Secondary Image is formed by Information sources before the visit this is presented in Fig. 2.1&
2.2
Fig. 2.1.representing types of image (Adapted from Sergio Dominique Ferreira Lopes 2011)
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Fig. 2.2representing formation of Secondary image (Adapted from Sergio Dominique Ferreira Lopes 2011)
Researchers like MacKay and Fesenmaier 1997,Baloglu and McCleary (1999), Galarza, Saura et al. 2002,Beerli and Martin (2004) agree that Image is mainly formed by two factors they are Stimulus and Personal factors. Stimulus factors are Information sources, physical objects and previous Experience. Whereas personal factors are psychological and socio-demographic characteristics of the tourist Baloglu and McCleary (1999) present a general framework of destination Image formation through extensive review o f literature which is presented in Figure 4. As per Baloglu and McCleary(1999) / ‘Variety (amount) and type o f information sources used about destinations and tourists' socio - demographic characteristics influence the perceptions and cognitions of destination attributes... these perceptions, together with travelers' socio
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psychological motivations, form feelings towards destinations.. Then form the overall image o f tourism destinations”.
Fig.2.3General framework of destination Image Formation. Adopted from Baloglu and McCleary (1999)
2.1 a iv. Dimensions of Destination Image:
Destination Image consists o f tourist perception of various attributes/
dimensions o f the destination, although these attributes or dimensions may vary from place to place. Some o f them can be adopted universally and hence various researchers like Byon & Zhang ( 2009),Aksu et al., (2009), Alcaniz et al., (2009) Lee.,(2009) Martin and Bosque, (2008), Chi and Qu( 2008), Hosany et al., (2006), Lee et al., (2005)Beerli and Martin(2004), Hui and Wan(2003),Chalip et al.,(2003),Chen and Hsu(2000), Baloglu and McCleary(1999),Baloglu and Bringerg(1997),Echtner and
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Ritchie(1991),Fakeye and Crompton (1991)etc. have made an attempt to identify these dimensions. Beerli & Martin (2004) made an extensive literature review and structured into nine dimensions of destination image. They are:
Natural Resources (Weather, Beaches, and Wealth o f countryside),General Infrastructure (Roads, airport, public & private transport, communication system etc.), Tourist Infrastructure (Hotels, Restaurants, Bars, discotheques and clubs, Tourist centers, Network o f tourist information etc.), Tourist Leisure and Recreation (Theme parks, Water parks, Trekking, adventure activities, Casinos, Night life, Shopping etc.),Culture, History and Art (Museums, historical buildings, Museums, historical buildings, Folklore, Customs and ways o f life etc.), Political and Economic Factors (Political stability, Economic development, Safety, Terrorist attacks, Prices etc.),Natural Environment (Beauty o f the scenery, Attractiveness of the cities and towns, Cleanliness, Overcrowding, Air and noise pollution, Traffic congestion etc.), Social Environment (Hospitality and friendliness local residents of the, Underprivileged and poverty, Quality o f life. Language barriers etc.), Atmosphere o f the Place (Luxurious, fashionable, place with a good reputation, family-oriented destination, exotic, mystic etc.)
2.1 a v. Measuring/Assessing the Image of the Destination:
According to Echtner & Ritchie (2003), “Destination Image should be envisioned as consisting of two main components; those that are attribute based
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and those that are holistic”. Review of literature brings out two basic approaches i.e. structured and unstructured to assess the image of the destination. Prior to Echtner & Ritchie (1991, 1993), most of the researchers have preferred quantitative studies with structured questionnaires using attributes of destination image on either a semantic differential scale or Likert type scale e.g. Hunt (1975),Crompton( 1985),Gartner & Hunt (1987), Ritchardson & Crompton (1988),Gartner(1989),Calantone(1989) etc. As suggested by Etchner & Ritche (1993) to use both Qualitative & Quantitative technique many researchers started using the Qualitative technique such as Case study, content analysis, in -depth interviews, picture interpretation etc. to identify the attributes o f selected destination and thereafter a quantitative technique was used by the researchers on respondents to obtain the responses.
E.g. Milman & Pizam (1995),Court & Lupton 1997, Mackey &
Fesenmaier(1997),Tapachai & Waryszak(2000), Rezende - Parkar, Morrison and Ismail (2003), Litvin & Kar (2004), William Hunter(2012), Sarinya Sungkatavat (2013) etc.
Researchers evaluated visitors pre-trip / post-trip image e.g. Chon, 1991, Fakeye & Crompton, 1991),Pizam and Milman (1993),Chaudhary (2000), Litvin and Ling (2001), image during the trip e.g. Smith, Li, Pan, Witte &
Doherty(2015) as well as image o f the non visitors also have been assessed (Cherifi et al, 2014).
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2.1 a vi. Factors influencing Destination Image:
According to (Goodall, 1990), “It is important for destination to understand factors that influence destination image formation to identify potential markets and to formulate appropriate strategy.” Review o f literature shows that Information source, Socio - Demographic characteristics, Motivation, Previous travel experience, Country of Origin, Culture, Events etc. are some o f the factors which influence image of the destination.
1. Information Sources: Information source also known as stimulus factors (Baloglu & McCleary 1999) or image formation agents (Gartner 1993), is an important factor influencing the Destination Image. Literature purposes Promotional Broachers, Novels, Stories, News, Articles, and Television Shows.
Movies, Family and Friends, Social Media etc. are the sources of Information providers. These sources are classified into Organic & Induced by (Gunn 1988).According to Calantone et al (1989), “perception may be formed by word-of-mouth communication, reading books on foreign countries, being exposed to promotion from tourism marketing boards, and many other sources”. Baloglu and McCleary (1999) study indicated that variety (amount) of information sources and type o f information sources influence cognitive evaluations o f Destination Image. Studies of Fakeye & Crompton (1991), Chon (1991), Gartner (1993), Baloglu (2001), Kim and Morrison (2005) etc.
demonstrated the importance o f Information Source in influencing the image of
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