Tourism and Its Impact on a Country's Image Research Paper

Tourism and Its Impact on a Country's Image - Research Paper Example 903). The power of image to significantly influence the outlook of individuals has been known from long. Thus, social psychologists had identified image as an affirmative and potent phenomenon, while the present day marketing research has extensively explored the capacity of brand and other images to guide consumer behavior (Elliot, Papadopoulos, & Kim, 2011, p. 521). The power of image is clearly discernible in tourism; and several important writings in the 1970s served to highlight the importance of image in anticipating travel behavior. As a consequence, tourism destination image (TDI) has emerged as an important perspective of research (Elliot, Papadopoulos, & Kim, 2011, p. 521). Several studies have been conducted with respect to the effect of image on traveler choice. However, the diversity in conceptualizations of place image denotes the absence of a theoretical basis and the fact that the research has been disjointed (Elliot, Papadopoulos, & Kim, 2011, p. 521). Among the sign ificant sectors of the economy that are experiencing rapid growth, tourism occupies a very important place. This sector has to countenance the possibilities and challenges that are posed by globalization. Tourism markets have traditionally been isolated from one another (Navickas & Malakauskaite, 2009, p. 37). An important development during the past few decades has been the diffusion of the boundaries between national businesses. The income of individuals and families has experienced a gradual increase, which in turn has made it attractive for them to travel longer distances, as tourists (Navickas & Malakauskaite, 2009, p. 37). Moreover, global tourism has benefitted enormously on account of the enhancement in the quality of tourist products and services, ingenious tourism marketing strategies, developments in communications and transport, and other related factors (Navickas & Malakauskaite, 2009, p. 37). The ever burgeoning tourism market is being avidly scrutinized by countries t hat are keen to control the major share of the profits of this industry. This especially holds good for countries that are dependent on tourism, and which depend almost exclusively on the travel industry and tourism to generate the much needed revenues (Navickas & Malakauskaite, 2009, p. 37). Contemporary existence is within a regime of super brands. This makes it out of the ordinary to consider a city, state, region or nation as a brand. The benefit of having brands is that the consumer finds it much less intricate to make a selection and that the consumer enjoys a particular brand (Gruescu, Pirvu, & Nanu, 2008, p. 253). If a place is to be rendered a center for the promotion and acceleration of economic development, then it seems logical to manage it as a brand. Such branding will procure an improved value and identity in what is essentially an ever increasingly competitive market (Gruescu, Pirvu, & Nanu, 2008, p. 253). It is essential for a branded approach to bring in focus, con sistency and to provide leadership that brings together community partners. In addition, such approach should ensure that it emerges as the fulcrum for adding value to customers; and this should be promoted by the combined marketing initiatives of the city (Gruescu, Pirvu, & Nanu, 2008, p. 253). In the context of the advanced economies of Central Europe, the chief driving forces of foreign policy have been accession to the European Union and integration into the global economy. In several instances, there has been