North Atlantic island destinations in tourists' minds
Purpose This study seeks to investigate the image that tourists visiting Iceland in the summer months have of Iceland as a tourist destination, and whether the positioning of Iceland, the Faroe Islands, and Greenland together as one area in tourist markets is possible or feasible. Design/methodology...
Published in: | International Journal of Culture, Tourism and Hospitality Research |
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Online Access: | http://dx.doi.org/10.1108/17506181211233045 http://www.emeraldinsight.com/doi/full-xml/10.1108/17506181211233045 https://www.emerald.com/insight/content/doi/10.1108/17506181211233045/full/xml https://www.emerald.com/insight/content/doi/10.1108/17506181211233045/full/html |
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cremerald:10.1108/17506181211233045 2024-06-09T07:45:51+00:00 North Atlantic island destinations in tourists' minds Gudlaugsson, Thorhallur Magnússon, Gunnar Cave, Jenny 2012 http://dx.doi.org/10.1108/17506181211233045 http://www.emeraldinsight.com/doi/full-xml/10.1108/17506181211233045 https://www.emerald.com/insight/content/doi/10.1108/17506181211233045/full/xml https://www.emerald.com/insight/content/doi/10.1108/17506181211233045/full/html en eng Emerald https://www.emerald.com/insight/site-policies International Journal of Culture, Tourism and Hospitality Research volume 6, issue 2, page 114-123 ISSN 1750-6182 journal-article 2012 cremerald https://doi.org/10.1108/17506181211233045 2024-05-15T13:24:41Z Purpose This study seeks to investigate the image that tourists visiting Iceland in the summer months have of Iceland as a tourist destination, and whether the positioning of Iceland, the Faroe Islands, and Greenland together as one area in tourist markets is possible or feasible. Design/methodology/approach The paper presents the results of two surveys. The first survey (unstructured) measures the holistic image of Iceland with a qualitative methodology. The second survey (structured) measures the attribute image of Iceland in comparison with five other countries – i.e. Norway, Scotland, Greenland, Finland and the Faroe Islands – with a perceptual mapping technique. Findings Results from the unstructured survey indicate that tourists have the strongest holistic image of Iceland as a scenic nature destination. Results from the structured survey indicate that tourists consider Iceland to be a safe place to visit, an opportunity for adventure, a friendly and hospitable destination, and a country of scenic and natural beauty. According to the results, Iceland, the Faroe Islands and Greenland seem to have a different image in tourists' minds. Research limitations/implications The surveys only report the perception of tourists visiting Iceland. Practical implications It is hoped that the paper will contribute to a better understanding of how to measure image and how to market (position) the North Atlantic Islands. Originality/value The study shows the value that image can have in marketing island destinations and the importance for destinations in peripheral areas to cooperate in their marketing activities. Article in Journal/Newspaper Faroe Islands Greenland Iceland North Atlantic Emerald Faroe Islands Greenland Norway International Journal of Culture, Tourism and Hospitality Research 6 2 114 123 |
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English |
description |
Purpose This study seeks to investigate the image that tourists visiting Iceland in the summer months have of Iceland as a tourist destination, and whether the positioning of Iceland, the Faroe Islands, and Greenland together as one area in tourist markets is possible or feasible. Design/methodology/approach The paper presents the results of two surveys. The first survey (unstructured) measures the holistic image of Iceland with a qualitative methodology. The second survey (structured) measures the attribute image of Iceland in comparison with five other countries – i.e. Norway, Scotland, Greenland, Finland and the Faroe Islands – with a perceptual mapping technique. Findings Results from the unstructured survey indicate that tourists have the strongest holistic image of Iceland as a scenic nature destination. Results from the structured survey indicate that tourists consider Iceland to be a safe place to visit, an opportunity for adventure, a friendly and hospitable destination, and a country of scenic and natural beauty. According to the results, Iceland, the Faroe Islands and Greenland seem to have a different image in tourists' minds. Research limitations/implications The surveys only report the perception of tourists visiting Iceland. Practical implications It is hoped that the paper will contribute to a better understanding of how to measure image and how to market (position) the North Atlantic Islands. Originality/value The study shows the value that image can have in marketing island destinations and the importance for destinations in peripheral areas to cooperate in their marketing activities. |
author2 |
Cave, Jenny |
format |
Article in Journal/Newspaper |
author |
Gudlaugsson, Thorhallur Magnússon, Gunnar |
spellingShingle |
Gudlaugsson, Thorhallur Magnússon, Gunnar North Atlantic island destinations in tourists' minds |
author_facet |
Gudlaugsson, Thorhallur Magnússon, Gunnar |
author_sort |
Gudlaugsson, Thorhallur |
title |
North Atlantic island destinations in tourists' minds |
title_short |
North Atlantic island destinations in tourists' minds |
title_full |
North Atlantic island destinations in tourists' minds |
title_fullStr |
North Atlantic island destinations in tourists' minds |
title_full_unstemmed |
North Atlantic island destinations in tourists' minds |
title_sort |
north atlantic island destinations in tourists' minds |
publisher |
Emerald |
publishDate |
2012 |
url |
http://dx.doi.org/10.1108/17506181211233045 http://www.emeraldinsight.com/doi/full-xml/10.1108/17506181211233045 https://www.emerald.com/insight/content/doi/10.1108/17506181211233045/full/xml https://www.emerald.com/insight/content/doi/10.1108/17506181211233045/full/html |
geographic |
Faroe Islands Greenland Norway |
geographic_facet |
Faroe Islands Greenland Norway |
genre |
Faroe Islands Greenland Iceland North Atlantic |
genre_facet |
Faroe Islands Greenland Iceland North Atlantic |
op_source |
International Journal of Culture, Tourism and Hospitality Research volume 6, issue 2, page 114-123 ISSN 1750-6182 |
op_rights |
https://www.emerald.com/insight/site-policies |
op_doi |
https://doi.org/10.1108/17506181211233045 |
container_title |
International Journal of Culture, Tourism and Hospitality Research |
container_volume |
6 |
container_issue |
2 |
container_start_page |
114 |
op_container_end_page |
123 |
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1801375475098976256 |