The role of tour operators' promotional material in the formation of destination image and consumer expectations: The case of the People's Republic of China
Restricted accessResearch articleFirst published online July, 1998
The role of tour operators' promotional material in the formation of destination image and consumer expectations: The case of the People's Republic of China
Image formation has been seen as important in destination marketing. However, image formation and development is a complex process that is intricately entwined with the destination selection process. A variety of sources helps to form the image of a destination in the mind of a potential holidaymaker. Similar factors will also influence consumer expectations.
This paper uses the People's Republic of China as an example, and explores the role tour operators play in creating and developing image and expectations when there is lack of personal experience or word-of-mouth communications. Content analysis is used to examine the role of promotional materials used by tour operators in forming image and expectations. Results indicate that tour operators use their promotional material to create a heritage tourism image in China. This image may also result in inappropriate expectations of the holiday experience overall and hence potentially result in elements of dissatisfaction.
Middleton, V.T.C. (1994) 'Marketing in Travel and Tourism', Butterworth-Heinemann.
2.
Dann, G. (1977) 'Anomie, Ego-enhancement and Tourism', Annals of Tourism Research, Vol. 4, pp. 184-194; Gartner, W. (1993) 'Image Formation Process', Journal of Travel and Tourism Marketing, Vol. 2, Nos. 2/3, pp. 191-215; Gunn, C.A. (1988) 'Vacationscape Designing Tourist Regions', 2nd edn, Van Nostrand Reinhold Company.
3.
Gartner, ibid.
4.
Lapage, W. and Cormier, P. (1977) 'Images of Camping: Barriers to Participation ?', Journal of Travel Research, Vol. 15, No. 4, pp. 21-25.
5.
Telisman-Kosuta, N. (1989) 'Tourism Destination Image' , in Witt, S. F. and Moutinho, L., eds, 'Tourism Marketing and Management Handbook', Prentice-Hall International, UK, pp. 557-561.
6.
Dann, ref. 2.
7.
Goodall, B. (1988) 'How Tourists Choose Their Holidays', in Goodall, B. and Ashworth, G. J., eds, 'An Analytical Framework. Marketing in the Tourism Industry, Promoting Tourist Destination', Routledge, pp. 3, 4, 133, 136.
8.
Jefferson, A. and Lickorish, L. (1991) 'Marketing Tourism — A Practical Guide', 2nd edn, Longman Group, UK.
9.
Hunt, J.D. (1975) 'Image as a Factor in Tourism Development', Journal of Tourism Development, Vol. 13, pp. 1-7; Mayo, E. (1973) 'Regional Images and Regional Travel Behaviour', TTRA Conference Procedures, Idaho, pp. 211-218; Markin, R.J. (1979) 'Marketing', John Wiley and -Sons, Chichester; Telisman-Kosuta, ref. 5; Crompton , J. (1979) 'Motivations for Pleasure Vacations', Annals of Tourism Research , Vol. 6, No. 4, pp. 408-424; Lawson, F. and Baud-Bovy, M. (1977) 'Tourism and Recreation Development', Architectural Press.
10.
Spreng, R.A. , MacKenzie, S.B. and Olshavsky , R.W. (1996) ' A Re-examination of the Determinants of Consumer Satisfaction', Journal of Marketing, Vol. 60, July, pp. 15-32.
11.
Woodruff, R.B., Cadotte, E.R. and Jenkins, R.L. (1983) 'Modeling Consumer Satisfaction Processes Using Experience-Based Norms', Journal of Marketing Research, Vol. 20, August, pp. 296-304.
12.
Olson, J.C. and Dover, P. (1979) 'Disconfirmation of Consumer Expectations Through Product Trial', Journal of Applied Psychology , Vol. 64, April, pp. 179-189.
13.
Miller, J.A. (1977) 'Studying Satisfaction, Modifying Models, Eliciting Expectations, Posing Problems, and Making Meaningful Measurements', in Hunt, H. K., ed., 'Conceptualization and Measurement of Consumer Satisfaction and Dissatisfaction', School of Business, Indiana University , Bloomington, IN, pp. 72-91; Tse, D.K. and Wilton, P.C. (1988) 'Models of Consumer Satisfaction Formation: An Extension', Journal of Marketing Research, Vol. 25, No. 2, pp. 204-22, American Marketing Association .
14.
Swan, J.E. and Trawick, F.I. (1980) 'Satisfaction Related to Predictive vs. Desired Expectations: A Field Study', in Day, R. L. and Hunt, K. H., eds, 'New Findings on Consumer Satisfaction and Complaining', School of Business, Indiana University, Bloomington, IN, pp. 15-22.
15.
Zeithaml, V.A., Berry, L.L. and Parasuraman , A. (1993) ' The Nature and Determinants of Customer Expectations of Service', Journal of the Academy of Marketing Science, Vol. 21, No. 1, pp. 1-12.
16.
Davidow, W.H. and Uttal, B. (1989) 'Service Companies: Focus or Falter', Harvard Business Review, July-August, pp. 77-85.
17.
Zeithaml, V., Parasuraman, A. and Berry, L. (1990) 'Delivering Quality Service', The Free Press, New York.
18.
Goodall, ref. 7.
19.
Gunn, ref. 2.
20.
Gartner, ref. 2.
21.
McLellan, R. and Noe, F. (1983) 'Source of Information and Types of Messages Useful to International Tour Operators', Journal of Travel Research, Vol. 8, No. 3, pp. 27-30; Bitner, J. and Booms, H. (1982) 'Trends in Travel and Tourism Marketing: The Changing Structure of Distribution Channels', Journal of Travel Research, Vol. 20, No. 4, pp. 39-44.
22.
Murphy, P. (1983) 'Perception of Attitudes of Decision Making Groups in Tourist Centres', in Stabler, M., ed., 'The Image of Destination Regions', Croom Helm , New York, pp. 133-160.
23.
McLellan, R. and Foushee, K. (1983) 'Negative Images of the United States as Expressed by Tour Operators from Other Countries', Journal of Travel Research, Vol. 2, No. 2, pp. 2-5.
24.
Hughes, H.L. (1987) 'Culture as a Tourist Resource — A Theoretical Consideration', Tourism Management, Vol. 8, No. 2, pp. 205-216.
25.
Gartner, ref 2.
26.
Zeithaml et al., ref. 15.
27.
Gunn, ref. 2.
28.
Gartner, ref. 2.
29.
Spreng et al., ref. 10.
30.
Oliver, R.L. (1980) 'A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions', Journal of Marketing Research, Vol. 17, November, pp. 460-469.
31.
Zeithaml et al., ref. 15.
32.
Eiu (1995) 'Travel and Tourism', International Tourism Reports, No. 1, Economist Intelligence Unit, pp. 19-37.
33.
Gartner, W. and Shen, J. (1992) 'The Impact of Tiananmen Square on China's Tourism Image', Journal of Travel Research , Vol. 30, No. 4, pp. 47-52.
34.
Dann, G. (1996) 'The Language of Tourism — A Sociolinguistic Perspective', Cab International.
35.
Tailor made holidays are holidays specially made by tour operators for group travellers.
36.
Uysal, M. , Wei, L. and Reid, L.M. (1986) 'Development of International Tourism in PR China', Tourism Management, Vol. 7, No. 2, p. 113.
37.
Weiler, B. and Hall, C.M. (1992) 'Special Interest Tourism', Belhaven Press and Halsted Press.
38.
Hodgson, P. (1995) 'Using Qualitative Research to Understand Consumer Needs in Tour Brochure Design', The Travel and Tour Research Association 21st Annual Conference, 'The Tourism Connection: Linking Research and Marketing'.
39.
McCullough, G. (1977) 'Tourist Holiday Images with Specific Reference to Tropical Destinations', unpublished MSc dissertation , University of Surrey.
40.
Middleton, ref 1.
41.
Gartner and Shen, ref. 33.
42.
Dann, G. (1981) 'Tourist Motivation: An Appraisal', Annals of Tourism Research, Vol. 8, pp. 187-219.
43.
Dann, G. (1995) 'A Socio-linguistic Approach Towards Changing Tourist Imagery', in Butler, R. and Pearce, D., eds, 'Change in Tourism — People, Places, Processes', Routledge.
44.
Kent, P. (1993) 'Understanding Holiday Choices', in Sinclair, M. T. and Stabler, M. J., eds, 'The Tourism Industry: An International Analysis ', CAB International, pp. 165-183.
45.
Uzzell, D. (1989) 'Introduction: The Natural and Built Environment' , in Uzzell, D., ed., 'Heritage Interpretation: The Natural and Built Environment', Vol. 1, Belhaven, pp. 1-15.
