Destination Image- Ecotourism in Colombia

Rodriguez, Jhonnathan (2015) Destination Image- Ecotourism in Colombia. [Dissertation (University of Nottingham only)]

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The purpose of this dissertation is to analyse the overall image formation process in the ecotourism milieu. In this process, it will be disclosed the cognitive, affective and conative dimensions proposed by Gartner (1993) in which the research intends to study the perception, feelings and attitudes towards a nature-based destination. These factors will be compared with the most influential components that affect this process such as information sources, socio-psychological and socio-demographic variables. To examine these objectives, a questionnaire about Colombia was distributed to a sample of 102 European citizens (visitors and non-visitors) with the intention to observe their perceptions, feelings and attitudes towards the country. Quantitative analysis such as factor analysis, ANOVA, T-tests and descriptive statistics were applied to observe the correlations and impacts of the variables, while qualitative analysis were used to expand and complement the study of every dimension. The empirical results suggested the cognitive and affective attributes of an ecotourism destination, which were highly influenced by culture and nature. This output was coherent with the motivations that illustrated a huge interest to natural and cultural resources, combined with the motivation to explore novelty, learn and the live unique emotions. The socio-demographic variables revealed a high importance in the ecotourism having important direct and indirect effects in the image formation process. WOM and autonomous sources of information represented critical variables in the image formation process of pre and post-visitors having important implications before and after the visit in a nature-based place. Internet usage was low and did not represent an important significance in the image formation process. The conative image was mainly affected by the organic sources of information (WOM and e-WOM), the emotional bonds and the destination personality, which were essential to discuss the level of attachment and loyalty in this nature-based place. Further implications in the sector of the industry were discussed as well as the limitations of the study.

Item Type: Dissertation (University of Nottingham only)
Keywords: Ecotourism, Destination image,Colombia
Depositing User: Rodriguez, Jhonnathan
Date Deposited: 23 Mar 2016 15:51
Last Modified: 19 Oct 2017 15:00

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