Reality and Fiction: Scandinavian Tour Operators’ Image of Italy through Photographs

IF 2.6 4区管理学 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM

Journal of Quality Assurance in Hospitality & Tourism Pub Date : 2022-02-05 DOI:10.1080/1528008X.2022.2035296

Andrea Pesaresi, S. Abbasian

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引用次数: 3

Abstract

ABSTRACT The fact that traditional information sources are neglected by tour operators and the statement arguing that digital information sources, contrarily to traditional paper ones, allow the projection of modern and innovative destination images, served as a starting point for this study. The aim of this research is to determine what destination images of Italy are projected by traditional and digital information sources from 15 Scandinavian tour operators. A qualitative method based on secondary data (1306 photographs) and a thematic analysis has been employed. Images from catalogs mainly illustrate Italy with hidden mass tourism, famous Italy, and culture, while images from social media accounts mainly represent Italy with mass tourism, unfamiliar Italy, and culture. Further, each Scandinavian country focuses on specific features of Italy. This research has implications for Scandinavian tour operators, DMOs (Destination Management Organizations) in Italian cities and for Scandinavian tourists to Italy, suggesting how displaying images more consistent with reality would better match the customers’ need for information through photographs and more accurately form and shape their pre-travel expectations.

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现实与虚构:斯堪的纳维亚旅游经营者通过照片对意大利的印象

传统信息源被旅游经营者忽视的事实，以及与传统纸质信息源相反，数字信息源可以投射现代和创新的目的地形象的说法，是本研究的出发点。这项研究的目的是确定意大利的目的地形象是由15个斯堪的纳维亚旅游运营商的传统和数字信息来源投射的。采用了基于二手数据(1306张照片)和专题分析的定性方法。目录图片主要以隐藏的大众旅游、著名的意大利、文化来表现意大利，社交媒体账号图片主要以大众旅游、陌生的意大利、文化来表现意大利。此外，每个斯堪的纳维亚国家都注重意大利的具体特点。这项研究对斯堪的纳维亚旅游经营者、意大利城市的dmo(目的地管理组织)以及前往意大利的斯堪的纳维亚游客都有启示，表明如何更符合现实地展示图像，才能更好地满足客户通过照片获取信息的需求，并更准确地形成和塑造他们的旅行前期望。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Quality Assurance in Hospitality & Tourism HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

7.00

自引率

18.20%

发文量

期刊介绍： The Journal of Quality Assurance in Hospitality & Tourism serves as a medium to share and disseminate new research findings, theoretical development and superior practices in hospitality and tourism. The journal aims to publish cutting-edge, empirically and theoretically sound research articles on quality planning, development, management, marketing, evaluation, and adjustments within the field. Readers of the journal stay up-to-date on the latest theory development and research findings, ways to improve business practices, successful hospitality strategies, maintenance of profit requirements, and increasing market share in this complex and growing field. Comprised of conceptual and methodological research papers, research notes, case studies, and review books and conferences the Journal of Quality Assurance in Hospitality & Tourism offers readers examples of real world practices and experiences that involve: -Organizational development and improvement -Operational and efficiency issues -Quality policy and strategy development and implementation -Quality function deployment -Quality experiences in hospitality industry -Service quality improvement and customer satisfaction -Managerial issues, such as employee empowerment & benefits, quality costs, & returns on investment -The role and participation of private and public sectors, including residents -International, national, and regional tourism; tourism destination sites; arid systems of tourism