Validation of cognitive image dimensions for rural tourist destinations

Abstract

The aim of this study is to identify and validate the dimensions involved in the formation of the cognitive image of a rural tourist destination. The development of a positive tourist destination image has a significant motivating effect on consumer behaviours, such as satisfaction and loyalty, and represents a valuable instrument for the advancement of rural tourism. Given that effectively creating and managing a rural tourist destination image require knowledge of the factors that rural tourists value, this study sets out to identify and validate the dimensions of a cognitive rural tourist destination image. These are found to be the characteristics of the rural tourist destination, the characteristics of the service offer, the cultural offer, the nature-based activities offer and the offer of local products and gastronomy. This application has implications for entrepreneurial activities and decision making, and for public bodies working in rural tourism.

An investigation into the use of textual references to sunshine and fresh air in farm holiday advertising

“…From a research perspective, the results of this study provide several contributions to our existing knowledge. While there are multiple dimensions in potential visitors' cognitive image of rural destinations (Peña et al , 2012), this study examines how textual elements of ads can influence potential visitors' perceptions. This study, therefore, extends the body of research that explores the use of text-based sensory details in marketing stimuli (Magnini and Gaskins, 2010; Magnini and Karande, 2010; Torto, 2016).…”

Cognitive Component of the Image of a Rural Tourism Destination as a Sustainable Development Potential

“…The first part dealt with socio-demographic characteristics, the second part contained statements about trip characteristics, and the third part referred to dimensions of the cognitive component of the image of a rural tourist destination and the general image of the destination. The third part was adapted from Polo Pena et al and Alcaniz et al [43,44] It included three dimensions (functional, mixed, and psychological) of the cognitive component of the image of a rural tourist destination. Each dimension comprised six items: (a) the functional dimension: It is a nice/beautiful place with attractive natural scenery, There are many historical monuments/sites/museums, Tourists can enjoy fairs/festivals/wine routes, Tourists can undertake different activities in the countryside, The availability of accommodation is good, The local transport is good; (b) the mixed dimension: This place is environmentally friendly, The cleanliness and hygiene are good, The offer of local products on the local markets is good, Partaking in the local gastronomic activities/tours is good, Tourists become familiar with the local culture, Tourists can engage in social interactions with members of the local community; and (c) the psychological dimension: It is a quiet/peaceful place, Staff and members of the local community provide tourists with warm welcome, It offers personalized service to tourists, It has quality services, It offers good value for money, There is high quality accommodation.…”