how instagram influences visual destination image - a case study of jordan and costa rica
TRANSCRIPT
ENTER 2017 Research Track Slide Number 1
How Instagram influences Visual Destination Image – a case study of
Jordan and Costa RicaLyndon Nixon, Anastasia Popova and Irem Önder
MODUL University Vienna, [email protected]
http://www.modul.ac.at/user/Nixon/
ENTER 2017 Research Track Slide Number 2
Instagram and DMOs
http://contevo.com.au/instagram-advertising-and-demographics-what-you-need-to-know/
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Visual Destination Image (VDI)
• Destination Image is a significant factor in travellers‘ choices
• Visual Destination Image is the image formed through exposure to visual media
• Social media eases exposure to destination imagery
• Research has looked at defining image but not means to positively change image
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Characteristics of VDICategory Cognitive dimensions Affective
dimensions
Nature Mountains, coastline, desert, jungle, fauna
Relaxing, adventurous, picturesque
Culture Architecture, urbanity, cultural heritage, religious life, arts & crafts
Mystical, ancient, inspirational
Food and Drink Fruits, vegetables, meats, seafood, beverages
Tasty, healthy, local speciality
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Our experiment
• 3 groups of 7 participants, 18-27yo, female 52% male 48%, 2/3 were students
• Each group focused on one category. Prior destination image: 9 question 5-item Likert scale survey on all dimensions
• Photos shown with speak-aloud method, repeat survey for post-photo change in destination image, Wilcoxon Signed Rank test (p=0.05)
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Results - summary
Nature Culture Food and Drink
Jordan 3.35 3.6 3.13
Costa Rica 3.75 2.79 3.86
Mean values for prior destination image
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Explaining the results• Costa Rica has a strong, reinforced
destination image in the nature category– Appeared less able to positively influence
image in another category
• Jordan has a more balanced image and could positively influence weaker categories– Less prior reinforcement means greater
perceptivity to new image
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Suggestions / next steps
• DMO should not over-market a single characteristic of the destination– A mix of online visual marketing can work well for
promoting a multifaceted destination image
• We welcome further studies– Use of other visual media and other destinations to
better understand how DMOs can best influence VDI with the right mix of visual content
– Contact Lyndon Nixon ([email protected])