Destination marketing: how to use images to promote a destination

Destination Marketing and Imagery: what is the purpose of our report?

Which photo better evokes viewers’ memory about Switzerland? Does this photo evoke positive or negative associations with Switzerland? Can we develop a method to evaluate and compare photos? We took on the challenge to (1) find a method to evaluate photos for tourism promotion, and (2) to better understand how potential target markets perceive Switzerland. We tested 65 photos and successfully collected 796 online responses from the UK, France, Italy, and Germany. We will introduce our research process, present the Destination Imagery Diagnosis model, and share our findings.

Methodology

• Research process

• Respondents’ profiles

• Association Strength and Association Valence

• Destination Imagery Diagnosis Model

Statement Findings

We collected data from online surveys and travel‐related websites (such as Lonely Planet, BBC travel). We analysed these data and identified 23 statements best representing stereotypes, feelings, and uniqueness about Switzerland as a travel destination.

We then conducted an online survey to respondents in the UK, France, Germany, and Italy.

For every statement, we asked respondents to answer 2 questions.

How do you relate this statement to Switzerland as a tourist destination? (answer between 1 to 5, 1: not at all, 5 Strong association). For you as a potential tourist in Switzerland, would this statement be negative or positive?(answer between ‐3 and 3, ‐3: strongly negative, +3: strongly positive).

Photo Findings

We collected data from an online survey and Instagram visitswitzerland account. We also added some photos which are relevant but missing from the other data sources.

We then rated all photos based on the categories (nature, man‐made environment, and people doing something) and assigned different ratings. Four researchers (1 Swiss and 3 long term Swiss residents) independently rated a collection of 283 photos. We then combined the rating results, and selected the top 65 photos.

To avoid the copyright issues, we found the most comparable photos from Adobe stock photos. We then conducted an online survey to respondents in the UK, France, Germany, and Italy. Every respondent reviewed 13 photos.

For every photo, we asked respondents to answer 2 questions. How do you relate this photo to Switzerland as a tourist destination? (answer between 1 and 5, 1: not at all, 5 Strong association) For you as a potential tourist in Switzerland, would this photo be negative or positive? (answer between ‐ 3 and 3, ‐3: strongly negative, +3: strongly positive).