MULTICULTRAL EVENT

Multicultural event

Multicultral event

Introduction

The image of a location is usually very important in appealing visitors and location likeness research has been especially common in the tourism studies ?eld. Research has tended to underscore the complexity of the likeness notion (for demonstration, Jansson, 2003), a issue that is made clear when reconsidering the likeness publications, whereas in very broad terms, images could be described as the 'currency of cultures' (Morgan and Pritchard, 1998), re?ecting and strengthening specific shared meanings and beliefs and specific worth systems.

Major events have become a specific precious pattern of heritage currency, particularly in terms of their likeness effects. As Hall (1992, p. 14) notes: “it is clear-cut that foremost events can have the result of a shaping an likeness of the host community or homeland, premier to its favourable insight as a potential journey destination”. This promise has been a reason for events being used as an image-enhancement device, especially for large cities.

A foremost difficulty with such strategies is that their impacts are very hard to measure. This is especially factual in the case of the somewhat nebulous locality of town image. One of the foremost problems is the complexity of images; multifaceted, highly subjective and often directed at distinct publics. Previous empirical work on visitors' images has emphasised the broad variety of 'attributes' associated with destination places, often assessed on multidimensional scales 'attribute checklists' or category-based approaches. Other re searchers have analyzed unstructured and interpretive qualitative facts and numbers on tourist images and experiences. On the conceptual side, numerous theorized notions of location imagery have distinguished between 'designative' and 'appraisive' components of the image. The 'designative' or informational aspect is associated to the categorization of cognitive elements of the environment. The 'appraisive' aspect is worried with feelings, values and mean ings, or what is 'felt' about a place.

The appraisive constituent can itself be demarcated into two distinct components. The cognitive-affective dichotomy has been engaged by numerous authors, albeit often with differing terminology. Other authors have shown that such images and their subjective meanings are often shared as a 'common image'or 'collec tive images'. The present study attempts to analyze the widespread images held by visitor groups to the Rotterdam ECC 2001 happening, encompassing localized residents and domestic and worldwide tourists, in terms of both the designative and appraisive dimensions of the images. The complexity of measuring likeness is supplemented to by the broad variety of factors ...