.jpg)
1.1 Assess. teaming outcomes
This coursework assesses LOs 3 and 6.
1.2 Assignment type & word count
A 1200-word erst. essay.
1.3 Subrnission date & time
By Monday 29^ April 2019, 951.
1.4 Assessment tasks
A. Critically examine a chosen marketing issue faced by the marketing managers of your chosen destination in Destination Branding, or by the marketing managers of your chosen sector in Customer Relationship Management (CRM); B. The choices of essay questions are as below. i. Is using films an effective way to shape positive destination images? ii. When promoting a destination, wh. is more important: cognitive image or affective image? D.s customer satisfaction always lead to customer loyalty in travel and hospitality markets? iv. Does service quality ensure customer loyalty in travel and hotel business? C. Use a minimum of 8 relevant and up-to-date academic journal articles presenting original research in your essay; D. Cornpare and contrast the research findings of the original research articles; E. CONVINCE readers to adopt your particular point of view and arguments, which must be supported by sound logic and reasoning with solid evidence that s ntr_yed from the research findings of the original research articles you u.d, F. SYNTHESISE the literature and structure your paragraphs around your arqurnents (instead of structuring your paragraphs source-by-source or artide-by-article); G. PROPOSE original and relevant recommendations. based on the main points and highlights from the body paragraphs, for marketing managers to take on particular actions in the
25
rouano Modulo Handbook 201.19 (Hendon)
Conclusions. The weighting of your recommendations should make up around 20% of the essay.
1.5 Expected format 0 The cover page should include the following: • Student name and ID number; • Name of seminar tutor 8, seminar time; • Chosen essay question; • Word count: 0 Numbered owes:
•.000 etisalat
30 of 35
1:08 PM 1 62% ML> mdx.mrooms.net
27
TOu3330 Modulo Han... 2018.19 (Hendon)
Marking Criteria for TOU3330 Assessment 2 Individual Persuasive Essay (Weighting 30%)
Topic choice: Student Name: Student ID: 0 A: Use fdms to shape image 9 cognitive vs. affective image Iti=o4;a'
Core Elements
Maddng Criteria
70%*
695, 59%- 60% 50%
49%- 40%
Below 40%
Subject Knowledge & Critical Evaluation (60%)
Demonstrate advanced level of understanding
Arguments are clear and convincing
Arguments are supported by sound logic and relevant eWdence
Show excellent ability to synthesise the literature Summarise succinctly the key findings from the literature
Propose sensible recommendations for marketing solutions
Research, Communication & Presentation Style (40%)
Engage with a wide range of relevant sources
Well-stnictured & the materials appropriately organised
Grammatically correct; well-written, with the fullest attention paid to clarity Accurate referencing
Other comments:
Provisional Grade: % out of 100 Tutor's signature:
28
11.Marking scheme
Destination Branding is one of the key aspects of making a tourist destination an attractive place. As Koltringer and Dickinger (2015) explained destination branding via a deep research as a process of marketing which aims to give value to the tourist destination by associating or building a brand in its paradigm. This gives the destination a proper and viable marketing strategy and the tourists can share the mutual identity of the destination and brand. The arduous efforts are put forward by ‘Marketing Managers’ who are responsible for the ‘Destination Branding’. There are many factors which affect the continuity and success of destination branding when marketing managers are planning and implementing strategies for destination branding. All of these issues and factors make the tourists take a decision on whether to visit a destination or not and the revisits also depend on these factors. Their proper scrutiny and evaluation is necessary for the marketing managers (Souiden, Ladhari and Chiadmi, 2017). This essay will analyze how cognitive image is more important than affective image in destination branding. So, marketing managers should focus more on cognitive image because that is more important.
Cognitive image is termed as the person’s self-made beliefs and perceptions about a destination. These beliefs include the knowledge of destination in all of the aspects which the person has in mind. Affective image is explained as the person’s emotional discourse and feelings about a place or a destination. Cognitive image of a destination is the factor which affects the destination branding or promotion more and therefore this should be the most important concern of a marketing manager. Cognitive image is more important than affective image because cognitive image is important in main goal of destination marketing i.e. to increase and promote knowledge of the destination and urge the people to visit it and affective image is important in aftermath of cognitive image i.e. the emotions developed for the destination after the visit and intention to revisit. The culture and associated events play an important role to develop tourist attractions and destination image in the people. The tourists develop an image of a destination via their knowledge and the catalysts such as cultural events and traditions are interpreted logically with the help of knowledge of the destination in people’s minds. Hernández-Mogollón, Duarte and Folgado-Fernández (2018) conducted a research where a total of 611 tourists attending the events of Easter Celebrations and Festival of Classical Theatre in Spain were personally questioned at the site of the events during the celebrations. The results show that cultural events serve as promoters of tourism and help to develop destination image, as well as suggesting that cognitive image contributes more to the formation of overall image than affective image. As San Martín, Herrero and García de los Salmones (2018) explained in a research that tourist satisfaction is linked to many aspects of destination which are but not limited to destination brand entities like image, awareness and quality. These factors collectively sum up to be the reasons for tourist satisfaction. Among them, the destination image is perceived most important by tourists and cognitive image is more important than affective image as per the research. This can be characterized by the tourists of national and international paradigm because they make up the perceptions of destinations and the prevailing knowledge makes them select a specific destination and then the other entities make them satisfied or dissatisfied. Further, the knowledge and perception of a destination in modern era is seconded by social media and other media platforms where the tourists can gain information and create a perception of the destination which they are scrutinizing. Basaran (2016) conducted a research in which data was collected from 466 tourists at Safranbolu Turky. The Exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and hierarchical regression analysis were conducted to test the hypotheses. Results showed that destination branding consists of all of the images and cognitive image is more important among them. This idea was also furthered by Kladou and Mavragani (2015) who described the destination branding entities, cognitive and affective image of the destinations form tourist point of view. The tourists developed cognitive image using different social and electronic media and decided to visit the destinations. Other users, who had visited the destinations already, shared their experiences via cognitive image.
Similarly, Griffin et. al. (2017) further extended the point of view on the issue. Use of different sources for destination marketing affects the perception of the tourists and the purpose of destination marketing differently. For example, using VR, an experiment about destination marketing of South Africa was conducted with 121 sample sizes of students from a large North American University and they were asked to fill a survey about South Africa perception. The results showed that people were more inclined to cognitive image of the destination because they wanted to visit South Africa after watching VR videos. People are more inclined to describe their feelings via destination image and cognitive image (Griffin et. al., 2017). Moreover, the influence of destination image and affective image on the people’s behaviors of revisits or cancelling the visits is important. This means that the people decide whether to visit a place or not via affective image and destination personality. This destination personality is made up using affective, cognitive and conative image. On the basis of these images, an overall perception of a destination is made in the minds of people and this perception makes them visit and recommend the destination to others or vice versa (Papadimitriou, Apostolopoulou and Kaplanidou, 2013). Cognitive image plays an important role for the first time visitors of a destination. Similarly, destination personality is also made up of the entire images i.e. cognitive, affective and conative image. Therefore, this makes the cognitive image more of an important aspect in traveler’s perception. The main goal of marketing managers is to increase the destination personality and increase the number of tourists at a destination. This is only possible if they make use of the cognitive image more than affective image (Anderson, Oian, Aas and Tangeland, 2018). This is because affective image and conative image play their parts after the tourists have visited a destination. To get them to the destination is the first priority. The quality of the services offered by the destination in terms of food, accommodation, hospitality and other activities related to destination make the cognitive image of the destination viable or deniable. The emotions and feelings developed after visiting a destination are only viable after the visitor has visited the destination. They don’t develop before visit. Therefore, the visitors have to be attracted towards the destination in the first place. Only then the true goal of marketing managers and the first priority of their aimed activities are achieved (Tosun, Dedeoğlu and Fyall, 2015).
The cognitive image plays an important role in the destination branding and marketing in terms of perceptions and knowledge of people about a destination. The perceptions and knowledge can be enhanced and improved via proper destination marketing and the people can be made interested to visit a destination. Similarly, affective image also plays an important role in destination promotion because the true experiences and emotions are experienced after the visitors visit the destination. They are sometimes made beforehand via sharing of others’ experiences but the revisits and recommendations of destination depends on the affective image of tourists. But among them, the more forced and actionable image is cognitive image. Cognitive image is the first barrier the marketing managers have to tackle while promoting a destination. After they have achieved first tier of their goals, only then they move to the second tier. The affective image itself falls in the cognitive category usually. For example, the marketing managers make use of the quality perceptions offered at a destination and promote them via marketing. This strategy although is develops affective image yet it comes under cognitive tier of destination branding. This creates hegemony of marketing strategies mix for the marketing managers and they are trapped in a box as where to start and where to go. But in this marketing mix, attracting the first time visitors is the most important aspect and attracting the re-visitors is another one and also important but it comes after the visitors have visited the destination. Therefore, the manager should adopt the marketing strategy which caters for both of the destination image factors i.e. affective image and cognitive image but put more focus on cognitive image so as to serve the purpose of marketing. The promotional strategy should address the concerns of the people who never visited the destination in concern. The experiences, emotional attachments and the services offered at the destination should be propagated via promotion so that the first timers and the re-visitors know what they will experience at the destination and what their cognitive image will develop. Similarly, the marketing managers should also plan the promotion in terms of future implications. The purpose of destination promotion is to attract the maximum of tourists. This can be achieved if marketing managers put more focus on cognitive image than affective image.
References
Költringer, C. and Dickinger, A. (2015). Analyzing destination branding and image from online sources: A web content mining approach. Journal of Business Research, 68(9), pp.1836-1843.
Souiden, N., Ladhari, R. and Chiadmi, N. (2017). Destination personality and destination image. Journal of Hospitality and Tourism Management, 32, pp.54-70.
Basaran, U. (2016). Examining the Relationships of Cognitive, Affective, and Conative Destination Image: A Research on Safranbolu, Turkey. International Business Research, 9(5), p.164.
Hernández-Mogollón, J., Duarte, P. and Folgado-Fernández, J. (2018). The contribution of cultural events to the formation of the cognitive and affective images of a tourist destination. Journal of Destination Marketing & Management, 8, pp.170-178.
San Martín, H., Herrero, A. and García de los Salmones, M. (2018). An integrative model of destination brand equity and tourist satisfaction. Current Issues in Tourism, pp.1-22.
Kladou, S. and Mavragani, E. (2015). Assessing destination image: An online marketing approach and the case of TripAdvisor. Journal of Destination Marketing & Management, 4(3), pp.187-193.
Griffin et. al. . (2017). In: Exploring Attractive Destinations. [online] Quebec City: Travel and Tourism Research Association. Available at: https://scholarworks.umass.edu/cgi/viewcontent.cgi?article=2103&context=ttra [Accessed 9 Apr. 2019].
Papadimitriou, D., Apostolopoulou, A. and Kaplanidou, K. (2013). Destination Personality, Affective Image, and Behavioral Intentions in Domestic Urban Tourism. Journal of Travel Research, 54(3), pp.302-315.
Andersen, O., Øian, H., Aas, Ø. and Tangeland, T., 2018. Affective and cognitive dimensions of ski destination images. The case of Norway and the Lillehammer region. Scandinavian Journal of Hospitality and Tourism, 18(2), pp.113-131.
Tosun, C., Dedeoğlu, B. and Fyall, A. (2015). Destination service quality, affective image and revisit intention: The moderating role of past experience. Journal of Destination Marketing & Management, 4(4), pp.222-234.
.jpg&description=43829 Destination Branding){kind=link}
0 Comments