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Image association and European capital of culture: Empirical insights through the case study of Liverpool

Image association and European capital of culture: Empirical insights through the case study of Liverpool
Image association and European capital of culture: Empirical insights through the case study of Liverpool

Image has been found to be one of the important influences in the selection of consumers' choice for visiting and investing in a destination leading to sustainable development. Important determinants of tourism namely, knowledge of destination attractions and image association were employed in this research based on previous studies in a number of fields. The research reported in this paper presents the results of an empirical test of the determinants related to tourism using Liverpool as a case study because of its selection as the European Capital of Culture (CoC) for 2008. European Capital of Culture scheme has among its many objectives the idea of sustainable development for the chosen CoC. Combination of data collection methods was used for the research. The paper contributes to the ongoing debate on destination image association by providing empirical evidence through the case study or Liverpool as well as how consumers relate to a destination and especially a CoC. One of the major findings of the study was the identification of image association clusters with regard to Liverpool as a CoC. We brand this clusters as the ‘tangible attractions cluster’ and ‘intangible attractions cluster’. The results of this research provide important implications for strategic image management and can aid in designing and implementing sustainable marketing programs for creating and enhancing tourism destination images.

Capital of culture, City Marketing, Destination Marketing, Image association, Liverpool
1660-5373
6-12
Shukla, Paurav
d3acd968-350b-40cf-890b-12c2e7aaa49d
Brown, Janice
0d307639-0d40-44f0-a310-6925bf36c38e
Harper, Donna
a19204d8-a218-4e42-9a21-a1991cddff24
Shukla, Paurav
d3acd968-350b-40cf-890b-12c2e7aaa49d
Brown, Janice
0d307639-0d40-44f0-a310-6925bf36c38e
Harper, Donna
a19204d8-a218-4e42-9a21-a1991cddff24

Shukla, Paurav, Brown, Janice and Harper, Donna (2006) Image association and European capital of culture: Empirical insights through the case study of Liverpool. Tourism Review, 61 (4), 6-12. (doi:10.1108/eb058481).

Record type: Review

Abstract

Image has been found to be one of the important influences in the selection of consumers' choice for visiting and investing in a destination leading to sustainable development. Important determinants of tourism namely, knowledge of destination attractions and image association were employed in this research based on previous studies in a number of fields. The research reported in this paper presents the results of an empirical test of the determinants related to tourism using Liverpool as a case study because of its selection as the European Capital of Culture (CoC) for 2008. European Capital of Culture scheme has among its many objectives the idea of sustainable development for the chosen CoC. Combination of data collection methods was used for the research. The paper contributes to the ongoing debate on destination image association by providing empirical evidence through the case study or Liverpool as well as how consumers relate to a destination and especially a CoC. One of the major findings of the study was the identification of image association clusters with regard to Liverpool as a CoC. We brand this clusters as the ‘tangible attractions cluster’ and ‘intangible attractions cluster’. The results of this research provide important implications for strategic image management and can aid in designing and implementing sustainable marketing programs for creating and enhancing tourism destination images.

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More information

Published date: 1 April 2006
Keywords: Capital of culture, City Marketing, Destination Marketing, Image association, Liverpool

Identifiers

Local EPrints ID: 430379
URI: http://eprints.soton.ac.uk/id/eprint/430379
ISSN: 1660-5373
PURE UUID: 6b75e3b7-3479-47b9-81ad-53074fe1cdab
ORCID for Paurav Shukla: ORCID iD orcid.org/0000-0003-1957-8622

Catalogue record

Date deposited: 26 Apr 2019 16:30
Last modified: 07 Oct 2020 02:24

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