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JOURNAL REVIEW
SUTINI / 1263620054
LOGO
Journal of Hospitality & Leisure
Marketing
Publication details, including instructions for authors and
subscription information:
http://www.tandfonline.com/loi/whmm19

Country as Destination-Norwegian
Tourists' Perceptions and Motivation
Nina K. Prebensen a
a Department of Tourism, Finnmark College, Alta, Norway
Version of record first published: 12 Oct 2008.
1. THEORETICAL BACKGROUND

1.

2.

Some researchers use "regions" when
analysing destinations (e.g., Moshin and
Ryan, 2003; Gomez- Jacinto et al.,1999;
Murphy, 2003; Locker and Perdue, 1992;
Gitelson and Kerstetter, 1990). Others
employ the category of "attractions or
events" when seeking for a better
understanding of the purpose of tra-vel,
motivation, activities undertaken and
information sought (e.g., For-mica and
Uysal, 1998).
1. THEORETICAL BACKGROUND
.

Implications of Tourists' Perception of
the Destination They Have Visited

The question concerning how to measure the content
"destination" is raised by other researchers (e.g., Laws,
1995). The present study dis-cusses different ways of
treating the destination problem; as country visited or by
tourists own expressions of destinations. Accordingly, the
aim is to find out what dimensions of the construct
"destination" is rec- ommendable when analysing tourists'
choice of where to travel. Con-struct validity is defined by
Bryant (2000: 139)
1. THEORETICAL BACKGROUND
.

Implications of Tourists' Perception of
the Destination They Have Visited

In tourism several researchers stress the importance of
acknowledg-ing tourists' own words in defining their own
situations when vacation-ing (e.g., Dann, 1995;
Embacherand Buttle, 1989; Gotlieb, 1982; Jacob- sen and
Dann, 2003; Pearce, 1982). However, while these authors
stress the importance of what tourists are saying, few
seem as concerned about the way tourists articulate the
destination they have been visiting.
1. THEORETICAL BACKGROUND
.

Implications of Tourists' Perception of
the Destination They Have Visited

Learning about tourists' wording of where they
have stayed during their holidays is important for
several reasons. People like to talk about their
own recent purchases and experiences and
even to advise others considering a purchase.
1. THEORETICAL BACKGROUND
.

Implications of Tourists' Perception of
the Destination They Have Visited

Likewise, tourists tell their friends and relatives
about where they have been and what activities
they have undertaken there, called "word of mouth"
(cit. Arendt, 1967,1973), Mayo and Jarvis (1981)
1. THEORETICAL BACKGROUND
.

Implications of Tourists' Perception of
the Destination They Have Visited

Mayo and Jarvis illustrate their point by discussing
how destinations which are difficult to categorise
have a less likelihood of being considered, and thus
have less chance of being chosen.
1. THEORETICAL BACKGROUND
.

Implications of Tourists' Perception of
the Destination They Have Visited

The other recearchers tells that the desire to
experience novel destinations and cultures has
repeatedly emerged as a key motive of travel
behaviour (Cohen, 1972; Crompton, 1979; Dann,
1977,1981;Oh, Uysal and Waver, 1995; Yuan and
McDon-ald, 1990).
1. THEORETICAL BACKGROUND
Norwegian Outbound Tourism

Outbound travel from
Norway for leisure
purposes accounted for
2.626 million journeys in
2001 (Auno and Normann,
2003), almost 49 percent of
all Norwe-gian outbound
leisure trips.

The two foreign countries
that Norwegians most
frequently visited in 1998
were Spain and Denmark
(Lystad, 1998).
1. THEORETICAL BACKGROUND
Norwegian Outbound Tourism

Many of them comprise buy-ing a package that
includes accommodation and transport by
charter flight (charter tours). The number of
outbound journeys by charter flights from
Norway was estimated in 2001 to be 967,000
passengers (Startour, 2002).
2. RESEARCH PROBLEMS

When asked where they have been,
how many tourists express destination
visited in terms of a "country,
" a "region," a "city" or by combinations
of terms?

RESEARCH
PROBLEMS
2. RESEARCH PROBLEMS

Are there any motivational differences
among Norwegian charter tourists
visiting different countries?

RESEARCH
PROBLEMS
2. RESEARCH PROBLEMS

Is the expressed category of a
destination influenced by individual
motives for travelling? E.g., would
a person who claims to have visited
Spain be different from someone who
says s(he) has been to Puerto Rico
(in Spain) regarding their motivation
for travelling (e.g., sunlust versus
learning)?

RESEARCH
PROBLEMS
2. RESEARCH PROBLEMS

Is the expressed category of a
destination and/or country visited
in-fluenced by how experienced
tourists are with the destination vis-ited
or their travel experience with this type
of vacation in general?

RESEARCH
PROBLEMS
3. METHOD AND MATERIAL

1

2

A questionnaire was
designed to capture
destination visited, tourist
motivation and
experience.

Norwegians who had
taken a charter-flight trip
within the last 12 months
were asked to complete
the questionnaire

.
3. METHOD AND MATERIAL

Measurements and Research Design
TEXT

TEXT

The present study is not exploring
the motivational side of tourism,
there-fore an existent motive
scale
was implemented.

TEXT

TEXT

In the present study respondents
were
asked to rate thirty-five statements,
on a five-point scale ranging from
not
important (1) to very important (5).
3. METHOD AND MATERIAL

Measurements and Research Design
TEXT

TEXT

TEXT

TEXT

To discover the tourist need for
novelty, the re-spondents" were asked
on a five-point scale to express how
important it was for them to visit an
unknown destination.
4. RESULTS
RESULT
TEXT

TEXT

TEXT

TEXT

The two most visited countries among the respondents
were Spain and Greece. Among the 510 respondents who
had visited Spain, all to-gether 53 different destinations or
combinations of words were utilised. For the 213
respondents who had been to Greece a total of 42
destina-tions or combinations of destination names were
expressed.
5. DISCUSSION
DISCUSSION

The major finding of the study was that
destinations conceived solely in terms of country
were not the most immediate expression of the
destination that people had visited. For most
respondents, specific names of regions or cities
were more fre-quently employed when describing a
destination.
5. DISCUSSION
DISCUSSION
The results reveal eight distinct motivation factors
of Norwegian out-bound tourists: sun/bathing,
kids/family, friends, accomplishment, cul-ture,
stress reduction, fitness and hedonic. The relax
factor was also important for the Norwegian
tourists traveling on a pre-arranged tour. It is
possible that the need to relax impacted directly on
why the tourists bought this.
5. DISCUSSION
DISCUSSION
Interestingly, there was no significant association
between motiva-tion and the country visited. An
explanation could have been that re-spondents
travelling on outbound charter tours would have
been less concerned about what destination they
visited as long as their motives were expected to
be fulfilled (sun, relax, learning, culture, etc.), and
that they expect any southern European country to
be able to fulfil their needs.
5. DISCUSSION
DISCUSSION

In order to find out if tourists visiting the same
country, but to differ-ent places within that country,
had the same motivational profile, the most
mentioned destinations within the six above
mentioned countries were analysed.
5. DISCUSSION
DISCUSSION

The results showed that tourists travelled to all
these countries with a variety of motives, but they
did not choose certain countries because of distinct
motives. This finding further indicates that, even if
Norwegian charter tourists perceive different
southern European countries as diver-gent, they
do not choose these countries on account of
motivational variance.
5. DISCUSSION
DISCUSSION

Experience and search for novelty effect upon
destination visited when measured by tourists own
expression, but not on the country vis-ited or type
of category (country, region, city, etc.), which
correspond to the findings concerning relationship
between motivation and destina-tion visited.
6. CONCLUSION
Conclusion
People vary when it comes to how they express
the destinations they have visited. Some use
country as the destination, while others use
re-gions, islands or cities when asked about where
they have been on their vacations. Some tourists
even express combinations of names of
desti-nations.
.
6. CONCLUSION
Conclusion
These results show that for some countries,
Norwegian charter tour-ists might travel to
different destinations with different motives. In
other words, these countries do not necessarily
have one single image, a distinct challenge for
marketing and branding expenses.
6. CONCLUSION
Conclusion
Experience and search for novelty does
significantly impact upon people's way of
categorising the destination they have been
visiting, but not on the country they have visited or
if they employed country, region, city or
combinations of words.
6. CONCLUSION
Conclusion
Considering charter trips from Norway, further
research on how ex-perience and the need for
novelty impact on tourist's choice of where to
travel, and how they categorise the destination
visited, is needed.
6. CONCLUSION
Conclusion

These results imply that the destination category
as "country" should be treated with care when
analysing destinations.
.

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Journal review of hospitality and leisure marketing ppt

  • 1. JOURNAL REVIEW SUTINI / 1263620054 LOGO
  • 2. Journal of Hospitality & Leisure Marketing Publication details, including instructions for authors and subscription information: http://www.tandfonline.com/loi/whmm19 Country as Destination-Norwegian Tourists' Perceptions and Motivation Nina K. Prebensen a a Department of Tourism, Finnmark College, Alta, Norway Version of record first published: 12 Oct 2008.
  • 3. 1. THEORETICAL BACKGROUND 1. 2. Some researchers use "regions" when analysing destinations (e.g., Moshin and Ryan, 2003; Gomez- Jacinto et al.,1999; Murphy, 2003; Locker and Perdue, 1992; Gitelson and Kerstetter, 1990). Others employ the category of "attractions or events" when seeking for a better understanding of the purpose of tra-vel, motivation, activities undertaken and information sought (e.g., For-mica and Uysal, 1998).
  • 4. 1. THEORETICAL BACKGROUND . Implications of Tourists' Perception of the Destination They Have Visited The question concerning how to measure the content "destination" is raised by other researchers (e.g., Laws, 1995). The present study dis-cusses different ways of treating the destination problem; as country visited or by tourists own expressions of destinations. Accordingly, the aim is to find out what dimensions of the construct "destination" is rec- ommendable when analysing tourists' choice of where to travel. Con-struct validity is defined by Bryant (2000: 139)
  • 5. 1. THEORETICAL BACKGROUND . Implications of Tourists' Perception of the Destination They Have Visited In tourism several researchers stress the importance of acknowledg-ing tourists' own words in defining their own situations when vacation-ing (e.g., Dann, 1995; Embacherand Buttle, 1989; Gotlieb, 1982; Jacob- sen and Dann, 2003; Pearce, 1982). However, while these authors stress the importance of what tourists are saying, few seem as concerned about the way tourists articulate the destination they have been visiting.
  • 6. 1. THEORETICAL BACKGROUND . Implications of Tourists' Perception of the Destination They Have Visited Learning about tourists' wording of where they have stayed during their holidays is important for several reasons. People like to talk about their own recent purchases and experiences and even to advise others considering a purchase.
  • 7. 1. THEORETICAL BACKGROUND . Implications of Tourists' Perception of the Destination They Have Visited Likewise, tourists tell their friends and relatives about where they have been and what activities they have undertaken there, called "word of mouth" (cit. Arendt, 1967,1973), Mayo and Jarvis (1981)
  • 8. 1. THEORETICAL BACKGROUND . Implications of Tourists' Perception of the Destination They Have Visited Mayo and Jarvis illustrate their point by discussing how destinations which are difficult to categorise have a less likelihood of being considered, and thus have less chance of being chosen.
  • 9. 1. THEORETICAL BACKGROUND . Implications of Tourists' Perception of the Destination They Have Visited The other recearchers tells that the desire to experience novel destinations and cultures has repeatedly emerged as a key motive of travel behaviour (Cohen, 1972; Crompton, 1979; Dann, 1977,1981;Oh, Uysal and Waver, 1995; Yuan and McDon-ald, 1990).
  • 10. 1. THEORETICAL BACKGROUND Norwegian Outbound Tourism Outbound travel from Norway for leisure purposes accounted for 2.626 million journeys in 2001 (Auno and Normann, 2003), almost 49 percent of all Norwe-gian outbound leisure trips. The two foreign countries that Norwegians most frequently visited in 1998 were Spain and Denmark (Lystad, 1998).
  • 11. 1. THEORETICAL BACKGROUND Norwegian Outbound Tourism Many of them comprise buy-ing a package that includes accommodation and transport by charter flight (charter tours). The number of outbound journeys by charter flights from Norway was estimated in 2001 to be 967,000 passengers (Startour, 2002).
  • 12. 2. RESEARCH PROBLEMS When asked where they have been, how many tourists express destination visited in terms of a "country, " a "region," a "city" or by combinations of terms? RESEARCH PROBLEMS
  • 13. 2. RESEARCH PROBLEMS Are there any motivational differences among Norwegian charter tourists visiting different countries? RESEARCH PROBLEMS
  • 14. 2. RESEARCH PROBLEMS Is the expressed category of a destination influenced by individual motives for travelling? E.g., would a person who claims to have visited Spain be different from someone who says s(he) has been to Puerto Rico (in Spain) regarding their motivation for travelling (e.g., sunlust versus learning)? RESEARCH PROBLEMS
  • 15. 2. RESEARCH PROBLEMS Is the expressed category of a destination and/or country visited in-fluenced by how experienced tourists are with the destination vis-ited or their travel experience with this type of vacation in general? RESEARCH PROBLEMS
  • 16. 3. METHOD AND MATERIAL 1 2 A questionnaire was designed to capture destination visited, tourist motivation and experience. Norwegians who had taken a charter-flight trip within the last 12 months were asked to complete the questionnaire .
  • 17. 3. METHOD AND MATERIAL Measurements and Research Design TEXT TEXT The present study is not exploring the motivational side of tourism, there-fore an existent motive scale was implemented. TEXT TEXT In the present study respondents were asked to rate thirty-five statements, on a five-point scale ranging from not important (1) to very important (5).
  • 18. 3. METHOD AND MATERIAL Measurements and Research Design TEXT TEXT TEXT TEXT To discover the tourist need for novelty, the re-spondents" were asked on a five-point scale to express how important it was for them to visit an unknown destination.
  • 19. 4. RESULTS RESULT TEXT TEXT TEXT TEXT The two most visited countries among the respondents were Spain and Greece. Among the 510 respondents who had visited Spain, all to-gether 53 different destinations or combinations of words were utilised. For the 213 respondents who had been to Greece a total of 42 destina-tions or combinations of destination names were expressed.
  • 20. 5. DISCUSSION DISCUSSION The major finding of the study was that destinations conceived solely in terms of country were not the most immediate expression of the destination that people had visited. For most respondents, specific names of regions or cities were more fre-quently employed when describing a destination.
  • 21. 5. DISCUSSION DISCUSSION The results reveal eight distinct motivation factors of Norwegian out-bound tourists: sun/bathing, kids/family, friends, accomplishment, cul-ture, stress reduction, fitness and hedonic. The relax factor was also important for the Norwegian tourists traveling on a pre-arranged tour. It is possible that the need to relax impacted directly on why the tourists bought this.
  • 22. 5. DISCUSSION DISCUSSION Interestingly, there was no significant association between motiva-tion and the country visited. An explanation could have been that re-spondents travelling on outbound charter tours would have been less concerned about what destination they visited as long as their motives were expected to be fulfilled (sun, relax, learning, culture, etc.), and that they expect any southern European country to be able to fulfil their needs.
  • 23. 5. DISCUSSION DISCUSSION In order to find out if tourists visiting the same country, but to differ-ent places within that country, had the same motivational profile, the most mentioned destinations within the six above mentioned countries were analysed.
  • 24. 5. DISCUSSION DISCUSSION The results showed that tourists travelled to all these countries with a variety of motives, but they did not choose certain countries because of distinct motives. This finding further indicates that, even if Norwegian charter tourists perceive different southern European countries as diver-gent, they do not choose these countries on account of motivational variance.
  • 25. 5. DISCUSSION DISCUSSION Experience and search for novelty effect upon destination visited when measured by tourists own expression, but not on the country vis-ited or type of category (country, region, city, etc.), which correspond to the findings concerning relationship between motivation and destina-tion visited.
  • 26. 6. CONCLUSION Conclusion People vary when it comes to how they express the destinations they have visited. Some use country as the destination, while others use re-gions, islands or cities when asked about where they have been on their vacations. Some tourists even express combinations of names of desti-nations. .
  • 27. 6. CONCLUSION Conclusion These results show that for some countries, Norwegian charter tour-ists might travel to different destinations with different motives. In other words, these countries do not necessarily have one single image, a distinct challenge for marketing and branding expenses.
  • 28. 6. CONCLUSION Conclusion Experience and search for novelty does significantly impact upon people's way of categorising the destination they have been visiting, but not on the country they have visited or if they employed country, region, city or combinations of words.
  • 29. 6. CONCLUSION Conclusion Considering charter trips from Norway, further research on how ex-perience and the need for novelty impact on tourist's choice of where to travel, and how they categorise the destination visited, is needed.
  • 30. 6. CONCLUSION Conclusion These results imply that the destination category as "country" should be treated with care when analysing destinations.