A Case study of the Destination Image of Nicaragua: Exploring the perceptions of the Danish Travel Agents
Author
Tellez Caballero, Marianela
Term
4. term
Education
Publication year
2016
Submitted on
2016-07-29
Pages
107
Abstract
Denne afhandling undersøger, hvordan danske udgående rejsebureauer (virksomheder, der sælger rejser til udlandet) opfatter Nicaragua som rejsemål. Afhandlingen bygger på begrebet destination image – det samlede indtryk af et sted, der rummer både viden og opfattelser (kognitive/perceptuelle) og følelser (affektive) – samt den tredimensionelle model af Echtner og Ritchie (1991). Fordi der findes begrænset forskning om Nicaraguas destinationsimage, anvendes et kvalitativt, eksplorativt casestudie. Der blev gennemført syv interviews med seks forskellige rejsebureauer, som blev valgt, fordi de fungerer som meningsdannere og har stor indflydelse på rejsendes beslutninger. Resultaterne viser, at billedet af Nicaragua stadig præges af krigen i slutningen af 1970’erne og 1980’erne. Bureauernes målgrupper påvirker, hvordan de opfatter rejsemålet. Overordnet betragtes Nicaragua som et relativt ukendt rejsemål uden tydelige unique selling points, med et svagt og upopulært image i Danmark. Dette synes at skyldes, at information om turisme i Nicaragua i begrænset omfang når et dansk publikum.
This thesis investigates how Danish outbound travel agents (companies that sell trips abroad) perceive Nicaragua as a travel destination. It uses the concept of destination image—an overall impression that combines what people know (cognitive/perceptual) and how they feel (affective)—and draws on the three-dimensional model by Echtner and Ritchie (1991). Because research on Nicaragua’s destination image is scarce, the study adopts a qualitative, exploratory case study design. Seven interviews were conducted with six different travel agents, selected because they act as opinion makers and strongly influence travelers’ decisions. Findings indicate that Nicaragua’s image is still conditioned by the war of the late 1970s and 1980s. Agents’ target customer groups shape how they perceive the destination. Overall, Nicaragua is viewed as a relatively unknown destination that lacks clear unique selling points, with a weak and unpopular image in Denmark. This appears to stem from the limited amount of tourism information about Nicaragua reaching Danish audiences.
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