Conceptual framework

It is commonly accepted, within tourism research, that tourists seek a variety of experiences when they participate in tourism (Gray, 1970). As such, tourists continue to be segmented into smaller homogeneous groups, based upon socio-demographic, socio-psychological and

behavioural variables (Cohen, 1972; Fodness, 1992; Hsieh et al., 1992). A number of studies have sought to segment visitors to island destinations (Juaneda and Sastre, 1999; Mykletun et al., 2001; Prayag, 2012; Almeida et al., 2014), yet very few have adopted image as a

segmentation criterion, despite the individual nature of image. It has also been noted that destination image is unique, influenced by an individual’s knowledge and perceptions (Gallarza et al., 2002). As image formation is dependent on both the source of information, which is gathered about a destination, and the characteristics of the individual (Stern and Krakover, 1993; Baloglu and McCleary, 1999; Beerli and Martίn, 2004) it can be surmised that destination image differs between tourists (Jenkins, 1999; Gallarza et al., 2002; O’Leary and Deegan, 2003;

Tasci et al., 2007).

Destination image is formed from many sources (Gartner, 1993) through affective, cognitive and conative appraisals (Gartner, 1993; Dann, 1996; Baloglu and McCleary, 1999; Lin et al., 2007; Gudlaugsson and Magnússon, 2012). As such, image is a complex, transformative process, developing the organic, induced and modified induced image (Gunn, 1972; Gunn, 1988; Ateljevic, 2000). It has been revealed, predominantly through the study of film and literature, that islands are represented through multiple themes (Defoe, 1719; Stevenson, 1883; Verne, 2009). The image exists of islands as romantic, undisturbed paradises; as fantasy with magical qualities; and as prisons, isolated, separate, and barren. These themes are of particular note in relation to British islands, as their seasonal nature, in many cases, facilitates a diverse product offering, where the landscape can be appreciated for different qualities, dependent on the season. As it has been identified that tourists have an individual image formation process, studies have begun to segment tourists based on their perceptions of a

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destination (Leisen, 2001; Prayag, 2012). Although the relationship of image is often explored, there is still little research utilising image as a segmentation criterion, therefore the first hypothesis proposes that:

H1. By use of destination image, different groups of visitors can be identified.

The role of destination image, in determining destination choice and behaviour, has been well documented within tourism, marketing and consumer decision making literature (Chon, 1990;

Oppermann, 2000; Pike, 2004; Yüksel and Akgül, 2007; Law and Cheung, 2010). Destination image has been found to influence the motivation for travelling to a specific destination (MacInnis and Price, 1987; Milman and Pizam, 1995) and, arguably, tourists may travel to a destination as a result of their motivation to participate in specific activities. Imagery has been found to encompass the entire consumption experience, not only influencing motivation, but also the behaviour of the tourist at the destination (MacInnis and Price, 1987; Ramkissoon et al., 2011). Bigné et al. (2001, p. 608), identified that “tourists’ behaviour can be expected to be partly conditioned by the image that they have of destinations”. The literature review

identified gaps in the understanding of image and its influence on motivation, but also in understanding motivation and its influence on destination image. It is suggested that perceived image may influence motivation for travel to a particular destination; motivation, however, may also influence the formation of image. Consequently, it can be hypothesised that:

H2. The island image held by the visitor influences, and is influenced by, the motivation for visiting the Isles of Scilly.

H3. The island image held by the visitor influences, and is influenced by, the visitor’s behaviour.

Within tourism literature, studies relating to tourist satisfaction are numerous (Ryan, 1995b;

Kozak and Rimmington, 2000; Chi and Qu, 2008; del Bosque and Martín, 2008). The literature

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suggests that satisfaction levels among tourists visiting the same destination will vary. (Devesa, Laguna and Palacios, 2010). It has been found within these studies that, where expectation and experience are aligned, the tourist is most satisfied (Kotler et al., 1993). The alignment of perceived image and actual image have, therefore, been related to visitor satisfaction (Tasci and Gartner, 2007) and found to impact on the future behaviour of tourists (Bigné et al., 2001). It has been argued that image does not only influence satisfaction but also the overall evaluation of the destination, where one of the functions of destination image is to influence post visit behaviour (Bigné et al., 2001). Levels of satisfaction may be comparable among those belonging to the same image group. If this is the case, practical implications could be derived from understanding this relationship and recognising the image groups with highest levels of satisfaction. Therefore, the fourth hypothesis argues that:

H4. The image of the Isles of Scilly, held by the visitor, determines the overall evaluation and satisfaction with their experience of the destination.

Past research argues that image is dynamic, affected by time and space (Gallarza et al., 2002).

It is well documented that image is modified once a destination has been experienced (Leisen, 2001). This modified induced, or complex image, is more accurate than both the organic and induced image (Chon, 1990; Chon, 1992a; Kim et al., 2012). This image occurs as a result of evaluation, whereby a tourist reconsiders the destination based upon personal experience (Echtner and Ritchie, 1991; O’Leary and Deegan, 2005). Research indicates that repeat visitors are more likely to have an accurate image of the destination (Yilmaz et al., 2009). This image, however, may be reformed and consolidated based on experience, memories and nostalgia of the destination as a result of the evaluation. The final hypotheses, therefore, considers the influence of nostalgia and memory on this image as they are aspects often overlooked in understanding tourist experience of place (Kerstetter, 2013).

H5. The visitor’s experience, memories and nostalgia form attachment to place altering the images they hold of the destination.

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The conceptual framework, illustrated in Figure 2.1, seeks to explore the interdependent relationships between tourism destination image and motivation, behaviour, evaluation and place attachment. The framework anticipates that tourism destination image can be

categorised into key themes relating to seasonal cold water island destinations. In applying this framework to the Isles of Scilly, a number of themes are anticipated including the

promoted image of the islands as a beach and wildlife destination (as discussed in section 3.2).

It is also anticipated that images may relate to the landscape features of the islands, in particular rough seas, coastal walks, low lying islands and granite outcrops. Most notably, the framework suggests that the theme of the central image held by tourists will relate strongly to their motivation for visiting the destination.

Figure 2.1 Conceptual framework

It is proposed that there will be a strong relationship between the image held of the islands and the activities that a tourist has participated in, or is planning to participate in, during their trip. It will also be beneficial to explore the relationship between motivation and the activities engaged in, as this will help to develop an understanding of the wants, needs and expectations of different groups. Varying levels of satisfaction may be found, dependent on image held,

H1

H2

H3

H4 Motivation for visit to island destination

Behaviour at island destination Different island images held

Satisfaction and evaluation of island experience

Different island tourist image groups

Attachment to place H5

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motivation for visit and activities participated in. If gaps are found in visitor satisfaction, this may help to inform a marketing strategy or product development, in order to meet tourist needs and expectations. These components will come together to form the tourists’ overall evaluation of the destination, which will take place continually during the stay as well as post visit. This evaluation will draw on memories and nostalgia, resulting in an affective appraisal that will inform future behavioural intentions, including repeat visitation and

recommendation. This evaluation will also contribute to the tourist’s accurate complex image of the Isles of Scilly as a destination, drawing from cognitive, affective and conative

evaluations, provoked by experience.

In addition to providing a comprehensive literature review this chapter has presented a concise overview of the conceptual framework which underpins the research. The conceptual framework is built around five hypotheses which have been developed as a result of the literature review. The conceptual framework seeks to explore the relationship between destination image and tourist behaviour, motivation, evaluation and satisfaction, building knowledge in these areas of academic interest. The use of the Isles of Scilly, as a case study location, has already been indicated. Therefore, the next step, before the methodological approach to the research is outlined, is to introduce the Isles of Scilly as a case study location.

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