Destination Image: perception, experience, and behavioural intention: in the context of West Java, Indonesia as a tourist destination

摘要

Destination image is a critical issue for every tourism destination as it is one of the key influences on the holiday decision-making process. Academic literature on destination-image draws attention to the problematic concept of 'image' due to its multifaceted meanings and different interpretations. Nonetheless, the received view remains that destination image may be measured and captured using standard instruments. This research develops our understanding of destination image, through the integration of tourist experience and tourist 'accounts' or tales. Building on a mixed method design, the framework is tested using a case study of West Java, Indonesia. This methodology combines a large scale survey, with a number of qualitative semi-structured interviews to provide accounts of experiences. The survey was distributed to both domestic and international tourists (split between visitors and non-visitors) around West Java namely; Bandung, Tangkuban Perahu Crater (West Bandung regency), Botanical Garden (Bogor city), Pangandaran district and beyond the destination, in Jakarta. The findings found that in terms of perception, the average overall score for West Java was 4.75, which would suggest a weakly positive image, this can be regarded as a below average score (for a 7 point scale), implying that the first key finding is that the image of West Java, whilst positive could be weaker. However, the predominant sense of place amongst visiting tourists was positive; focused on key dimensions of natural beauty, local culture, pleasant environments, relaxation and friendliness. Moreover, significant differences between international and domestic tourists in their image, experience and sense of place is also apparent and suggesting that different segments have different priorities and place narratives. However, significant weaknesses in the image and place narrative were also revealed; suggesting a disjuncture between official destination discourse, tourist perception and experience. A key outcome from this finding shows that the image can be created not only from image component attributes but also from both the sense of place and place experiences. This analysis can provide a framework for destination marketing.