Destination image is recognised and extensively researched as a key factor in tourism development. However, the construction of destination image during the tourist consumption experience has suffered from a paucity of theorisation, not only in regard to patterns of destination image as perceived by tourists during a visit, but also in regard to patterns as projected by tour guides. This exploratory research aims therefore to provide in-depth understanding of patterns of destination image as actually constructed by tourists and tour guides during the consumption experience.
The research adopted an interpretivist qualitative paradigm of empirical ‘Straussian’ grounded theory to investigate the phenomenon of destination image construction in Jordan. Thirty five tour guides were interviewed, followed by participant observation of a group of twenty USA tourists undertaking a guided tour of Jordan. Twelve of these USA tourists were then interviewed, along with their designated guide.
Findings demonstrated that destination image was constructed at regional, national and site levels, specifically the Middle East, Jordan and local Jordanian sites such as Petra. A variety of tour guide impressions were identified and categorised thematically into a number of different types of constructed image such as ‘official’, ‘personal’, ‘dressed up’, ‘distorted’, ‘poignant’ and ‘relatively realistic’ images. Similarly, pattern analysis of the tourists’ perceptions in regard to visited destinations uncovered a further range of themed categories, to include ‘fuzzy’, ‘relatively realistic’, ‘dynamic’, ‘static’, ‘peculiar’ and ‘deteriorated’ images.
This research contributes to methodology by demonstrating the efficacy of participant observation in revealing the complexity of destination image. It also advances theoretical knowledge around issues related to tour guiding and destination image. Finally, valuable implications are provided for strategic image management and marketing, as well as for enhancing tour guides professionalism
