ASSESSING THE EFFECTIVENESS: THE DESTINATION IMAGE OF INDIA AND ITS INFLUENCE ON FOREIGNER TOURISTS

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Acknowledgement

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

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Contents

CHAPTER 2: LITERATURE REVIEW1

2.1 Research Hypothesis1

2.2 Key points1

2.3 Introduction1

2.4 Definition and Concept of Destination Image2

Summary2

2.5 Formation of Destination image: evaluation of proposed models3

Summary6

2.6 Characteristics of Destination Image6

Summary7

2.7 Projected Image8

Summary9

2.9 Role of Destination Image in Tourists' Destination Selection Process9

Summary10

2.10 Measurement of Destination Image10

Summary12

2.11 India's Image as a Tourist Destination12

Summary12

2.12 Summary of the Chapter13

CHAPTER 3: TOURISM IN INDIA14

Summary14

CHAPTER 4: METHODOLOGY15

4.1 Research Methodology15

4.1.1 What is Research Methodology?15

4.2 Research Design/Strategies Used17

4.2.1 What is Research Strategy?17

4.3 Justification of the Methodology18

4.4 Research Instrument19

4.4.1 Development of Questionnaire20

4.5 Participants20

4.3 Data Collection Technique21

4.5 Measurement Scale21

4. 4.2 Development of Scale items:22

4.6 Data Analysis23

4.7 Sampling24

4.8 Strengths and Weaknesses of the Sampling Technique Used24

4.9 Summary25

CHAPTER 5: FINDINGS AND DISCUSSION28

5.1 Introduction28

5.2 Results from SPSS28

5.2.1 Holiday Patterns of the Visitors28

5.2.2 Derivation of Information and their Influence28

5.2.3 Pattern of Holiday Arrangements29

5.2.4 Results of Factor Analysis: Measurement of Attributes Based Perception29

5.2.5 Chi-Square test30

5.3 Discussion and Analysis30

5.3.1 Results of Open-Ended Questions Analysis- functional Holistic impressions33

5.3.2 Psychological - Holistic impressions33

5.3.3 Unique to the Destination34

5.3.4 Overall Experience and Intention to Recommend the Destination34

5.3.5 Intention to Visit again/ in the Future between the Visitor/ Non-Visitor Sample35

5.3.6 Possible Reasons for Not Visiting36

CHAPTER 6: CONCLUSION37

REFERENCES1

APPENDICES14



CHAPTER 2: LITERATURE REVIEW

2.1 Research Hypothesis

H1: Destination image plays a significant role for studying the behaviour of the target market.

H2: Current destination image of India has influenced the behaviours of foreign tourists; visitors, potential visitors or non- visitors.

2.2 Key points

Key points used in the chapter 2 and 3 are:

Attribute based Image assessment of India

Holistic impression of India in tourism world

Recommendation of India as a Tourist place

Attributes for the changes on image of India

Tourist places in India

2.3 Introduction

The following chapter explores and reviews the definition/concept of destination image as proposed by the past researchers. It also offers a critical evaluation of the previously proposed models of image formation and the relationship between destination images held by the tourists and their travel behaviour. The aspect of image management has also been considered while examining the attributes of the destination image and the factors which influence its formation. In the last part, emphasis has been given to the need to measure destination image and a review of the destination measurement methods offered by the researchers has been done. (Mazursky, 1989, pp. 333-344)

2.4 Definition and Concept of Destination Image

Destination image as an academic sphere of interest has attracted attention for the past three decades (Hosany et al., 2006; Tasci et al., 2007), primarily because of the denoting influence of image on tourists' decisions pertaining choice of ...