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Marketing the Beatiful Black Sheep: Studying the Image Creation Process of Destinations with Social Problems through a Dialectical Approach of Myth Makers using Photo Elicitation and Story Telling

Luenser, Christoph; Guarin, Claudia and Krainski, Natalie (2009)
Department of Business Administration
Abstract
Thesis purpose:
With this study we aim to understand how the interrelationship of DMOs and consumers working as myth makers, create the overall image of a destination with social problems where especially negative imagery is avoided by DMOs. Methodology:
In order to understand the dialectical image creation process of destinations with social problems a grounded theory approach, which is characteristic for CCT studies, is implemented. Even though prior research might be considered as a deductive element, theory will be developed through an inductive study. This iterative strategy is characterized by a sense-making and skeptical analysis where the gathered data is interpreted in the light of existing theories in order to go further than... (More)
Thesis purpose:
With this study we aim to understand how the interrelationship of DMOs and consumers working as myth makers, create the overall image of a destination with social problems where especially negative imagery is avoided by DMOs. Methodology:
In order to understand the dialectical image creation process of destinations with social problems a grounded theory approach, which is characteristic for CCT studies, is implemented. Even though prior research might be considered as a deductive element, theory will be developed through an inductive study. This iterative strategy is characterized by a sense-making and skeptical analysis where the gathered data is interpreted in the light of existing theories in order to go further than mere interesting empirical generalizations; also generating findings with theoretical significance to the field of CCT.
Since the dialectical image creation process of destinations with social problems is a complex social process that has to deal with myths and stereotypes, qualitative data generated through a case study methodology is needed in order to get an insight into the social constructs and solve the research problem. The methodology applied in this case study is intended to a theoretical abstraction rather than statistical probability. Additionally, the complexity of the research problem will be analyzed by choosing a small number of people for in-depth interviews instead of a large number randomly selected. Nevertheless, the focus of this research is on qualitative data and hence in line with the object of the study, the inductive research orientation, as well as the taken ontological and epistemological positions. Thus, a deep understanding of consumer behavior is the main driver of the research. Theoretical perspective:
By using a dialectical approach we contribute to the research tradition of CCT by offering a thick understanding of the image creation process of destinations with social problems. In the same way we contribute to the traditional marketing domain of destination marketing by taking the departure in mythologizing literature, belonging to the research tradition of CCT. We establish ourselves in the mythologizing literature in order to understand the image building process of destinations, since studies have proved that myths play a significant role in this process. Empirical data:
Data Collection from Destination Marketing Organizations and Tour Operators / Travel Agencies.
In order to fulfil the purpose of this study, semi-structured interviews with DMOs, travel agencies, and tour operators from Colombia and Mexico are conducted to get a picture of their strategies used to reach the target customers. These interviews are carried out during the ITB Berlin. Furthermore, we participated in the “Latin America Forum: Chances in the Crisis - Specialization and Quality: Key issues for tourism in Mexico and Latin America?” which gives an overview of the currently important issues of this topic. Additionally, photographs, brochures and information material handed out to customers are analyzed. Observations of advertising activities and customer interaction at the Colombian and Mexican encounters add to the overall picture of the marketing strategies of the DMOs of these two countries. Finally, documentation provided by one of the DMOs regarding a strategic plan implemented to market Colombia under its new country brand “Colombia is passion” is studied.
Data Collection from Consumers:
Since this study aims at understanding the deviant case of Colombia, twelve existential-phenomenological interviews have been conducted from which the eight most relevant ones have been taken into the analysis of this research. The eight interviewees can be said to be in line with the most potential travellers to Colombia according to the DMOs. Two interviewees are senior professionals around 50 years old, three interviewees are middle-age professionals and further three are st (Less)
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author
Luenser, Christoph; Guarin, Claudia and Krainski, Natalie
supervisor
organization
year
type
H1 - Master's Degree (One Year)
subject
keywords
Destination Marketing, Image Creation Process, Myth, Photo Elicitation, Story Telling, Management of enterprises, Företagsledning, management
language
Swedish
id
1437861
date added to LUP
2009-06-01 00:00:00
date last changed
2012-04-02 17:23:13
@misc{1437861,
  abstract     = {Thesis purpose:
With this study we aim to understand how the interrelationship of DMOs and consumers working as myth makers, create the overall image of a destination with social problems where especially negative imagery is avoided by DMOs. Methodology:
In order to understand the dialectical image creation process of destinations with social problems a grounded theory approach, which is characteristic for CCT studies, is implemented. Even though prior research might be considered as a deductive element, theory will be developed through an inductive study. This iterative strategy is characterized by a sense-making and skeptical analysis where the gathered data is interpreted in the light of existing theories in order to go further than mere interesting empirical generalizations; also generating findings with theoretical significance to the field of CCT.
Since the dialectical image creation process of destinations with social problems is a complex social process that has to deal with myths and stereotypes, qualitative data generated through a case study methodology is needed in order to get an insight into the social constructs and solve the research problem. The methodology applied in this case study is intended to a theoretical abstraction rather than statistical probability. Additionally, the complexity of the research problem will be analyzed by choosing a small number of people for in-depth interviews instead of a large number randomly selected. Nevertheless, the focus of this research is on qualitative data and hence in line with the object of the study, the inductive research orientation, as well as the taken ontological and epistemological positions. Thus, a deep understanding of consumer behavior is the main driver of the research. Theoretical perspective:
By using a dialectical approach we contribute to the research tradition of CCT by offering a thick understanding of the image creation process of destinations with social problems. In the same way we contribute to the traditional marketing domain of destination marketing by taking the departure in mythologizing literature, belonging to the research tradition of CCT. We establish ourselves in the mythologizing literature in order to understand the image building process of destinations, since studies have proved that myths play a significant role in this process. Empirical data:
Data Collection from Destination Marketing Organizations and Tour Operators / Travel Agencies.
In order to fulfil the purpose of this study, semi-structured interviews with DMOs, travel agencies, and tour operators from Colombia and Mexico are conducted to get a picture of their strategies used to reach the target customers. These interviews are carried out during the ITB Berlin. Furthermore, we participated in the “Latin America Forum: Chances in the Crisis - Specialization and Quality: Key issues for tourism in Mexico and Latin America?” which gives an overview of the currently important issues of this topic. Additionally, photographs, brochures and information material handed out to customers are analyzed. Observations of advertising activities and customer interaction at the Colombian and Mexican encounters add to the overall picture of the marketing strategies of the DMOs of these two countries. Finally, documentation provided by one of the DMOs regarding a strategic plan implemented to market Colombia under its new country brand “Colombia is passion” is studied.
Data Collection from Consumers:
Since this study aims at understanding the deviant case of Colombia, twelve existential-phenomenological interviews have been conducted from which the eight most relevant ones have been taken into the analysis of this research. The eight interviewees can be said to be in line with the most potential travellers to Colombia according to the DMOs. Two interviewees are senior professionals around 50 years old, three interviewees are middle-age professionals and further three are st},
  author       = {Luenser, Christoph and Guarin, Claudia and Krainski, Natalie},
  keyword      = {Destination Marketing,Image Creation Process,Myth,Photo Elicitation,Story Telling,Management of enterprises,Företagsledning, management},
  language     = {swe},
  note         = {Student Paper},
  title        = {Marketing the Beatiful Black Sheep: Studying the Image Creation Process of Destinations with Social Problems through a Dialectical Approach of Myth Makers using Photo Elicitation and Story Telling},
  year         = {2009},
}