To succeed nowadays, tourism destinations must differentiate and create a competitive positioning, and this can only be done by addressing and adapting to the needs of their visitors. A value-attainment construct based on tourism experiences is proposed for the product development and promotion strategy of the destination Algarve

Matos, Nelson

Mendes, Júlio

Pinto, Patrícia

Sapientia

BOOK OF PROCEEDINGS VOL.II – INTERNATIONAL CONFERENCE ON TOURISM & MANAGEMENT STUDIES – ALGARVE 2011 1057  THE IMPACTS OF TOURISM EXPERIENCES IN THE DESTINATION IMAGE.THE CASE OF THE ALGARVE Nelson Matos School of Management, Hospitality and Tourism, University of Algarve nelsonmatos@gmail.com Júlio da Costa Mendes Faculty of Economics, University of Algarve jmendes@ualg.pt Patricia Oom do Valle Faculty of Economics, University of Algarve pvalle@ualg.pt   ABSTRACT  To succeed nowadays, tourism destinations must differentiate and create a competitive positioning, and this can only be done by addressing and adapting to the needs of their visitors. A value-attainment construct based on tourism experiences is proposed for the product development and promotion strategy of the destination Algarve.  KEYWORDS Destination Image, Experiences, Positioning, Satisfaction.  1. INTRODUCTION The purpose of this paper is to compare the destination image of the Algarve before and after the tourists’ holidays, in order to evaluate the impacts of their different holiday experiences on the destination image. Although several studies have found that travelers’ images were modified after visiting a particular destination (Chen et al., 2007; Chon, 1992), these studies have been unable to capture the holistic component of the tourism experiences (Echtner et al., 2003) and its impacts on the tourist’s perceived destination image (Bigné et al., 2005; Szymanski et al., 2001).  2. LITERATURE REVIEW The increasing number of new international tourism destinations over the past decade and the intense competition between them (Echtner et al., 2003), have made destination image a key underlying factor affecting tourists’ destination site selection (Hunt, 1975; Pearce, 1982), since it exerts a decisive influence on their choice (Baloglu et al., 1999; Hunt, 1975; O’Leary et al., 2003; Pearce; 1982).  In addition, tourists’ behaviour can be divided into pre-visit decision-making, on-site experience, impressions of their experience, and post-visit intentions (Fakeye et al., 1991), making it harder to assess it. BOOK OF PROCEEDINGS VOL.II – INTERNATIONAL CONFERENCE ON TOURISM & MANAGEMENT STUDIES – ALGARVE 2011 1058  Moreover at a time of difficulty to find differentiation between tourism competitors (Hudson et al., 2009), marketing managers and decision-makers must be able to position their destinations effectively prior to the holidaymakers’ visit (Calantone et al., 1989), because margins are falling and customers increasingly buy solely on the basis of price, experiences can thus be seen as a fourth offering, as distinct from services as services are from goods (Pine et al., 1998:1). However, the value created by the consumption of experiences depends not only upon the objective experience, but also upon the tourist state of mind at that particular moment in time (Andersson, 2007).  This makes more prominent the measurement of tourism experiences, to verify which and how, different experiences influence the destination image and are consider to add value to the destination holistic (tangible and intangible) offering. Since, these aspects significantly and directly impact the tourist’s behaviour and satisfaction and their likelihood of a return visit in the future (Assaker et al., 2010; Yuksel et al., 2010).  3. METHODOLOGY  The empirical research will be undertaken using structured and unstructured methods. At an exploratory phase the attributes and scales will be selected by reviewing the literature relating to destination image and tourism experiences. In the following stage, a primary questionnaire will be applied to tourists visiting the Algarve. Subsequently, those who responded to the first questionnaire after their stay will receive a second questionnaire by e-mail. The data gathered from their replies will be assessed in two steps using AMOS statistical software Structural Equation Modelling (SEM) methodologies to investigate the impacts of their experiences on the destination image.  4. CONCLUSIONS The holidaymakers have today many options at their disposal to meet their travel needs, therefore this investigation will contribute to understand the impacts of the tourists’ experiences on the destination image of the Algarve. It will also assist marketing managers to define and create more effective and competitive marketing strategies, which can only be done after the region’s perceived strengths and weaknesses have been identified. Additionally, stakeholders will be able to determine how the supply side can improve the value of their product offering and service. A distinctive and attractive destination would boost the perceived image of the destination.  BIBLIOGRAPHY  ASSAKER, G., ESPOSITO V., AND O’CONNOR, P. (2010), “Examining the Effect of Novelty Seeking, Satisfaction, and Destination Image on Tourists”, Tourism Management, doi:10.1016/j.tourman.2010.08.004, 1-12. ANDERSSON, T. (2007), “The Tourist in the Experience Economy”, Scandinavian Journal of Hospitality and Tourism, 7 (1), 46-58. BALOGLU, B., AND MCCLEARY, W. (1999), “U.S. International Pleasure Travelers’ Images of Four Mediterranean Destinations: A Comparison of Visitors and Nonvisitors”, Journal of Travel Research, 38, November, 144-152. BIGNÉ, E., ANDREU, L., AND GNOTH, J. (2005), “The Theme Park Experience: An analysis of Pleasure, Arousal and Satisfaction”, Tourism Management, 26 (2), 833-844. BOOK OF PROCEEDINGS VOL.II – INTERNATIONAL CONFERENCE ON TOURISM & MANAGEMENT STUDIES – ALGARVE 2011 1059  CALANTONE, R., DI BENETTO, C., HAKAM, A., AND BOJANIC, D. (1989), “Multiple Multinational Tourism Positioning Using Correspondence Analysis”, Journal of Travel Research, 28 (2), 25-32. CHEN, C., AND TSAI, D. (2007), “How Destination Image and Evaluative Factors Affect Behavioral Intentions?”, Tourism Management, 28, 1115–1122. CHON, K. (1992), “The Role of Destination Image in Tourism: An Extension”, The Tourist Review, 2, 2-7. ECHTNER, C., AND RITCHIE, J. (2003), “The Meaning and Measurement of Destination Image”, The Journal of Tourism Studies, 14 (1), 37-48. FAKEYE, P., AND CROMPTON, J. (1991), “Image Differences Between Prospective, First-Time, and Repeat Visitors to the Lower Rio Grande Valley”, Journal of Travel Research, 29, pp. 10-16. HUDSON, S., AND RITCHIE, J. (2009), “Branding a Memorable Destination Experience, the Case of “Brand Canada”, International Journal of Tourism Research, 11, 217-228. HUNT, J. (1975), “Image as a Factor in Tourism Development”, Journal of Travel Research, 13 (3), 1-7.  O'LEARY, S., AND DEEGAN, J. (2003), “'People, Pace, Place, Qualitative and Quantitative Images of Ireland as a Tourism Destination in France”, Journal of Vacation Marketing, 9 (3), 213-226.  PEARCE, P. (1982), “Perceived Changes in Holiday Destinations”, Annals of Tourism Research, 9 (2), 145-164. PINE, B., AND GILMORE, J. (1998), “Welcome to the Experience Economy”, Harvard Business Review, 76 (4), 97-108. SZYMANSKI, D., AND HENARD, D. (2001), "Customer Satisfaction: A Meta Analysis of the Empirical Evidence", Journal of the Academy of Marketing Science, 29 (1), 16-35. YUKSEL, A., F., YUKSEL, AND YASIN, B. (2010), “Destination Attachment: Effects on Customer Satisfaction and Cognitive, Affective and Conative Loyalty”, Tourism Management, 31 (2), 274-284.  

The impacts of tourism experiences in the destination impact. The case of the Algarve

Universidade do Algarve

BOOK OF PROCEEDINGS VOL.II – INTERNATIONAL CONFERENCE ON TOURISM & MANAGEMENT STUDIES – ALGARVE 2011 
1057 
 
THE IMPACTS OF TOURISM EXPERIENCES IN THE DESTINATION IMAGE.THE 
CASE OF THE ALGARVE 
Nelson Matos 
School of Management, Hospitality and Tourism, University of Algarve 
nelsonmatos@gmail.com 
Júlio da Costa Mendes 
Faculty of Economics, University of Algarve 
jmendes@ualg.pt 
Patricia Oom do Valle 
Faculty of Economics, University of Algarve 
pvalle@ualg.pt 
 
 
ABSTRACT  
To succeed nowadays, tourism destinations must differentiate and create a competitive positioning, 
and this can only be done by addressing and adapting to the needs of their visitors. A value-attainment 
construct based on tourism experiences is proposed for the product development and promotion 
strategy of the destination Algarve. 
 
KEYWORDS 
Destination Image, Experiences, Positioning, Satisfaction. 
 
1. INTRODUCTION 
The purpose of this paper is to compare the destination image of the Algarve before and after the 
tourists’ holidays, in order to evaluate the impacts of their different holiday experiences on the 
destination image. Although several studies have found that travelers’ images were modified after 
visiting a particular destination (Chen et al., 2007; Chon, 1992), these studies have been unable to 
capture the holistic component of the tourism experiences (Echtner et al., 2003) and its impacts on the 
tourist’s perceived destination image (Bigné et al., 2005; Szymanski et al., 2001). 
 
2. LITERATURE REVIEW 
The increasing number of new international tourism destinations over the past decade and the intense 
competition between them (Echtner et al., 2003), have made destination image a key underlying factor 
affecting tourists’ destination site selection (Hunt, 1975; Pearce, 1982), since it exerts a decisive 
influence on their choice (Baloglu et al., 1999; Hunt, 1975; O’Leary et al., 2003; Pearce; 1982).  In 
addition, tourists’ behaviour can be divided into pre-visit decision-making, on-site experience, 
impressions of their experience, and post-visit intentions (Fakeye et al., 1991), making it harder to 
assess it. 
BOOK OF PROCEEDINGS VOL.II – INTERNATIONAL CONFERENCE ON TOURISM & MANAGEMENT STUDIES – ALGARVE 2011 
1058 
 
Moreover at a time of difficulty to find differentiation between tourism competitors (Hudson et al., 
2009), marketing managers and decision-makers must be able to position their destinations effectively 
prior to the holidaymakers’ visit (Calantone et al., 1989), because margins are falling and customers 
increasingly buy solely on the basis of price, experiences can thus be seen as a fourth offering, as 
distinct from services as services are from goods (Pine et al., 1998:1). However, the value created by 
the consumption of experiences depends not only upon the objective experience, but also upon the 
tourist state of mind at that particular moment in time (Andersson, 2007).  
This makes more prominent the measurement of tourism experiences, to verify which and how, 
different experiences influence the destination image and are consider to add value to the destination 
holistic (tangible and intangible) offering. Since, these aspects significantly and directly impact the 
tourist’s behaviour and satisfaction and their likelihood of a return visit in the future (Assaker et al., 
2010; Yuksel et al., 2010). 
 
3. METHODOLOGY  
The empirical research will be undertaken using structured and unstructured methods. At an 
exploratory phase the attributes and scales will be selected by reviewing the literature relating to 
destination image and tourism experiences. In the following stage, a primary questionnaire will be 
applied to tourists visiting the Algarve. Subsequently, those who responded to the first questionnaire 
after their stay will receive a second questionnaire by e-mail. The data gathered from their replies will 
be assessed in two steps using AMOS statistical software Structural Equation Modelling (SEM) 
methodologies to investigate the impacts of their experiences on the destination image. 
 
4. CONCLUSIONS 
The holidaymakers have today many options at their disposal to meet their travel needs, therefore this 
investigation will contribute to understand the impacts of the tourists’ experiences on the destination 
image of the Algarve. It will also assist marketing managers to define and create more effective and 
competitive marketing strategies, which can only be done after the region’s perceived strengths and 
weaknesses have been identified. Additionally, stakeholders will be able to determine how the supply 
side can improve the value of their product offering and service. A distinctive and attractive 
destination would boost the perceived image of the destination. 
 
BIBLIOGRAPHY  
ASSAKER, G., ESPOSITO V., AND O’CONNOR, P. (2010), “Examining the Effect of Novelty Seeking, 
Satisfaction, and Destination Image on Tourists”, Tourism Management, doi:10.1016/j.tourman.2010.08.004, 1-12. 
ANDERSSON, T. (2007), “The Tourist in the Experience Economy”, Scandinavian Journal of Hospitality and 
Tourism, 7 (1), 46-58. 
BALOGLU, B., AND MCCLEARY, W. (1999), “U.S. International Pleasure Travelers’ Images of Four 
Mediterranean Destinations: A Comparison of Visitors and Nonvisitors”, Journal of Travel Research, 38, November, 
144-152. 
BIGNÉ, E., ANDREU, L., AND GNOTH, J. (2005), “The Theme Park Experience: An analysis of Pleasure, 
Arousal and Satisfaction”, Tourism Management, 26 (2), 833-844. 
BOOK OF PROCEEDINGS VOL.II – INTERNATIONAL CONFERENCE ON TOURISM & MANAGEMENT STUDIES – ALGARVE 2011 
1059 
 
CALANTONE, R., DI BENETTO, C., HAKAM, A., AND BOJANIC, D. (1989), “Multiple Multinational 
Tourism Positioning Using Correspondence Analysis”, Journal of Travel Research, 28 (2), 25-32. 
CHEN, C., AND TSAI, D. (2007), “How Destination Image and Evaluative Factors Affect Behavioral 
Intentions?”, Tourism Management, 28, 1115–1122. 
CHON, K. (1992), “The Role of Destination Image in Tourism: An Extension”, The Tourist Review, 2, 2-7. 
ECHTNER, C., AND RITCHIE, J. (2003), “The Meaning and Measurement of Destination Image”, The Journal 
of Tourism Studies, 14 (1), 37-48. 
FAKEYE, P., AND CROMPTON, J. (1991), “Image Differences Between Prospective, First-Time, and Repeat 
Visitors to the Lower Rio Grande Valley”, Journal of Travel Research, 29, pp. 10-16. 
HUDSON, S., AND RITCHIE, J. (2009), “Branding a Memorable Destination Experience, the Case of “Brand 
Canada”, International Journal of Tourism Research, 11, 217-228. 
HUNT, J. (1975), “Image as a Factor in Tourism Development”, Journal of Travel Research, 13 (3), 1-7.  
O'LEARY, S., AND DEEGAN, J. (2003), “'People, Pace, Place, Qualitative and Quantitative Images of Ireland 
as a Tourism Destination in France”, Journal of Vacation Marketing, 9 (3), 213-226.  
PEARCE, P. (1982), “Perceived Changes in Holiday Destinations”, Annals of Tourism Research, 9 (2), 145-164. 
PINE, B., AND GILMORE, J. (1998), “Welcome to the Experience Economy”, Harvard Business Review, 76 (4), 
97-108. 
SZYMANSKI, D., AND HENARD, D. (2001), "Customer Satisfaction: A Meta Analysis of the Empirical 
Evidence", Journal of the Academy of Marketing Science, 29 (1), 16-35. 
YUKSEL, A., F., YUKSEL, AND YASIN, B. (2010), “Destination Attachment: Effects on Customer 
Satisfaction and Cognitive, Affective and Conative Loyalty”, Tourism Management, 31 (2), 274-284. 
 


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The impacts of tourism experiences in the destination impact. The case of the Algarve

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