Dundee Travelling

Travelling necessitates particular signal before purchasing as, unlike other products, it cannot be tried before buying. Image therefore plays an important function in the destination variety course.

The significance of image creation is especially relevant to tourist development because a tourist’s image is generally very resistant to change once it has been formed . From a review of destination image studies, Gunn conceptualised image formation into two different elements: organic, which refers to tourists’ impression of a destination without physically visiting the place, and induced image, which is formed from actual visitation. Not included by Gunn was the real aspect of image formation, which is created through physically visiting a destination and naturally influencing a tourist’s perception of the destination. The first element, the organic image, is established on an awareness of a destination. An induced image is formed from a conscious effort of marketers to develop, promote and advertise their destinations.

The complex, or real, stage is developed when an individual travels to their destination and physically explores the place resulting in the formation of their own personal opinion. “At all stages in the selection process, touristic images help determine which destinations remain for further evaluation and which are eliminated from further consideration” . Gartner in 1993 introduced an image formation process. He realised that a destination selection process began with a total opportunity set. Stemming from this starting point from informational and perceptual constraints came a perceived opportunity set and from institutional and access constraints on supply of holidays came an attainable opportunity set. These perceived and attainable opportunities gave a realised opportunity set. Socially constrained preferences and internal constraints extended to a consideration set of destinations of awareness-feasibility. A set of reasonable alternatives in a choice set came from situational and institutional constraints such as timing. Priority screening of holiday attributes led to a decision set as being the overall best alternatives to purchase. Finally, a trade-off evaluation of holiday attributes indicated a holiday choice, with the best overall balance of favoured attributes.

Media, such as film and television, has the power to create, alter and reinforce specific destination images. These programs, however, often only portray images of destinations, rather than providing relevant information for potential travellers. “Image can be strongly influenced by broadcast and print media, particularly in the absence of personal experience” . “The media undoubtedly form a pervasive and invasive aspect of culture which has enormous influence on destination and place image” . Films present the objects and subjects for the viewing of many people, and as a result films may persuade a viewer to travel to the locations where the films were made. Although films are not produced with the intentions of suggesting that people visit locations, it has been stated that this form can enhance the awareness, appeal and profitability of locations.

The image of Australia abroad is widely shaped by popular culture. The Australian film Crocodile Dundee produced a surge in visitor arrivals to Australia. As a result of Crocodile Dundee the Australian Tourism Commission released an advertising campaign promoting all things Australian featuring Paul Hogan at a time when other cultures couldn’t get enough of Australia. Paul Hogan was one of the first personalities to give Australia an international profile and promote these images with the launch of advertising campaigns in the mid-1980s. Across North America, Asia and the United Kingdom, Hogan popularised Aussie slang, such as ‘g’day’ and ‘throw another shrimp on the barbie’. His character of Mick Dundee in the Crocodile Dundee films characterised the easy going bush larrikin. Crocodile Dundee is basically a tourism brochure in film form. The film not only made Australia a potential holiday destination, but also put forward an image of Australia that still remains in the perceptions of international tourists today. The organic image of Crocodile Dundee has Australia trapped in the past as a country of bushmen does not entirely fit into the reality of Australia today being a largely urbanised nation. Although this image can be seen in outback Australia, there are no crocodile wrestlers.

Arnhem Land in the far north of the Northern Territory Australia is the backdrop for the famous Australian movie Crocodile Dundee and in reality is a realistic image of outback Australia. Crocodile Dundee forms the image that Australia is a sunny, outdoor, casual and informal place, which it actually is. The film presents traditional Australian landscapes and a carefully created image of Australians themselves. Crocodile Dundee stereotypes Australians as laid-back, friendly and innocent with a dry sense of humour and these characteristics are common in Australians. Crocodile Dundee has played a vital role in attracting international tourists to Australia with its positive destination image.

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