| The focus of this research was to advance understanding of the pictorial element in destination image formation, and the factors affecting interpretation of visuals used in image advertising. This study has both theoretical and practical relevance as it seeks to integrate theoretical frameworks from tourist destination choice, advertising, and landscape aesthetics to contribute to an evolving theory on destination image formation.; The setting for the research effort was Riding Mountain National Park (RMNP), Manitoba, Canada. The study objectives were: to identify underlying dimensions used to judge promotional visuals; to explore destination image based on visual elements of promotional materials; and to examine effects of selected sociodemographic and familiarity variables on image projected by visuals. A three-phased triangulation approach was employed and included: stimuli selection; focus groups; and an image survey.; Results of principal components analyses indicated three landscape perception elements, and four dimensions of image projected by visuals. The landscape perception factors were: attractiveness; uniqueness; and texture. The image dimensions were: activity; familiarity; holiday; and atmosphere. Results of the analyses of covariance indicated that landscape perception elements were the most significant predictors of destination image, except for the holiday image. Results also indicated that individual characteristic variables were weak predictors of destination image. Respondents' familiarity with the destination was the only consistently significant individual variable across all image dimensions. Focus groups revealed a more affective evaluation of visuals linked to familiarity with RMNP; whereas, a more cognitive evaluation of visuals was linked to lack of familiarity. Implications are discussed in relation to destination image theory, marketing practice, and future research. |
