Harlingen and the historical fleet

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fleet

The relationship of Harlingen residents’ image of their state as a tourist destination with a special focus on the

historical fleet and their support for tourism

Laudine Siderius SN: 1385380

29-03-2010

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Master thesis | Laudine Siderius

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Harlingen and the historical fleet

The relationship of Harlingen residents’ image of their state as a tourist destination with a special focus on the

historical fleet and their support for tourism

Amsterdam, 29 March 2010 Master Thesis

Athor:

Laudine Siderius Rijnstraat 225-3 1079 HH Amsterdam laudinesiderius@hotmail.com

(06)46141910 SN: S1385380

Institution:

University of Groningen Faculty Economics and Business

Msc Business Administration Profiles:

Marketing Management and Marketing Research Supervisors:

Dr. W. Jager Dr. S. Gensler

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Management Summary

Destination image is a well discussed subject in tourism research literature. The image of a destination can be crucial for tourists when considering visitation. It appears that residents play a central role in the destination image process. First, residents’ perceptions can influence the support for and development of tourism. Second, residents can provide information to non-residents that influences the image created by potential tourists’. This study is commissioned by the Verenigde Bruine Zeilvaart Harlingen (Historical Fleet Association Harlingen) that is interested in the value of the historical fleet on its own and as part of the destination image of Harlingen from a residents’ point of view.

This study is split up in a literature part and an empirical research part. The research question of this research is as follows:

What is the image of Harlingen as a destination and the historical fleet as part of this image taken the perceptions, support for tourism, and the likelihood of recommendation of residents into account, and how can residents be segmented based on this image?

To give an answer to this research question a survey is conducted that is distributed among residents of Harlingen. In this survey questions about the image of Harlingen, the image of the historical fleet, support for tourism and the likelihood of recommendation were included. The image is build up among several image attributes that are integrated to come up with a single image variable. Consequently, the relations between the several variables are analyzed and interpreted. It becomes clear that the overall image score of the historical fleet is somewhat higher than the already high image score of Harlingen. There is a strong relationship between these two variables, if a resident is positive about the historical fleet it is likely to be positive about the overall image of Harlingen as well. The historical fleet has proven to be an important part of the overall image of Harlingen. Moreover, the image perception of Harlingen and the historical fleet appears to be a strong indicator of the Likelihood of recommendation. The image of Harlingen formed the base of the cluster analysis that resulted in five homogenous segments. Segment 1 are the Harlingen lovers that score on average very positive on each of the five image components which are culture, accessibility, nautical

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character, recreational activities, and urban facilities. Segments 2, 3, 4 which are respectively named the port town lovers, activity seekers, and urban lovers are slightly less positive about the image than the residents in segment 1. Moreover, segment 5 which is called the skeptics is the least positive of the five segments. Targeting these different segments to improve the image held by the particular residents can influence the attraction of tourism as residents function as ambassadors.

Keywords: image, destination image, destination image segmentation, residents’ attitude, support for tourism, likelihood of recommendation, historical fleet.

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Preface

This thesis is part of my master business administration with a specialization in marketing management and marketing research. The subject of the study is commissioned by the Verenigde Bruine Zeilvaart Harlingen (VBZH, Historical Fleet Association Harlingen) and the Wetenschapswinkel (Science shop) of the faculty economics and business of the university of Groningen.

During my search for a thesis subject I visited the Wetenschapswinkel for a subject that is theoretical as well as practical and socially relevant. Fryslân is the province where I was born and raised and enjoyed the waters of the Waddenzee since I was young. Therefore, I was really happy with the research that came to me about Harlingen, which is the port town of Fryslân, and its historical fleet. During my research I learned about many aspects of market research, from data collection to adjusting and analyzing the data in practice. I would like to thank Martijje Lubbers of the Wetenschapswinkel for her support with especially the practical side of this study and Klaas Bosch for the inside information about the historical fleet and the opportunity to perform research for the VBZH.

Moreover, I would like to thank all my friends and family that supported me during this phase of my study and helped me in times I was feeling stuck in my own writings. I would also like to thank my second supervisor Sonja Gensler. And last but not least, I would like to thank Wander Jager. As my supervisor he provided me with helpful but sometimes critical feedback and useful insights about the world that is called marketing research. I very much appreciate it that he was always interested in my subject.

Amsterdam, 29 March 2010 Laudine Siderius

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Table of contents Management Summary ... 3

Preface ... 5

1. Introduction ... 8

1.1 Background problem ... 8

1.2 Problem statement ... 9

1.3 Theoretical and social relevance ... 10

1.4 Structure of the thesis ... 11

2. Theoretical framework ... 12

2.1 Image ... 12

2.2 Destination image ... 13

2.3 Framework of destination image ... 14

2.4 Destination image formation ... 17

2.5 Residents’ attitude towards tourism ... 20

2.6 Destination image segmentation ... 22

2.7 Conclusion ... 23

3. Research Design ... 25

3.1 Measuring destination image ... 25

3.2 Sampling Technique ... 26

3.3 Questionnaire construction ... 26

3.4 Data collection ... 29

3.5 Plan of analysis ... 29

3.4.1 Descriptive statistics ... 30

3.4.3 Regression analysis ... 30

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3.4.4 Cluster analysis ... 30

4. Results ... 31

4.1 Descriptive statistics ... 31

4.1.1 Socio-demographics ... 31

4.1.2 Image attributes and the support for tourism... 35

4.2 The image of Harlingen ... 38

4.3 Support for tourism and likelihood of recommendation ... 39

4.4 The historical fleet ... 43

4.4.1 Image historical fleet ... 43

4.4.2 Historical fleet and support for tourism ... 45

4.4.3 Historical fleet and the likelihood of recommendation ... 47

4.4.4 Historical fleet and the image of Harlingen ... 47

4.5 Destination image segmentation ... 49

4.5.1 Factor analysis ... 49

4.5.2 Cluster analysis ... 52

4.5.3 The segments ... 55

5. Conclusions, recommendations and limitations ... 59

5.1 Conclusion ... 59

5.2 Recommendations ... 62

5.2.1 Practical recommendations ... 62

5.2.2 Scientific contributions ... 63

5.3 Limitations ... 64

References ... 65

Appendix ... 69

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1. Introduction

Harlingen a world city! This is the slogan of a small port town situated in the North West of Fryslân. This chapter will discuss the underlying problem and the relevance of this study with respect to this ‘world city’ and its historical fleet. First, the background problem will be elaborated in this chapter. Second, the problem statement and the corresponding research questions will be discussed. Consequently, the theoretical and social relevance of this research is described and the structure of the thesis is presented.

1.1 Background problem

The slogan, ‘Harlingen a world city!’, is based on the historical position that Harlingen has as a port town with connections to the ‘whole’ world. Harlingen can be compared with international cities that have relatively small port towns such as Calais, Le Havre, Riga and Narvik. It is connected to land as well as the Dutch sea called the ‘waddenzee’ which is surrounded by six islands. Behind these islands the open water of the North Sea can be found.

Harlingen is the home port for a great part of the fishing fleet that operates on the North Sea and the starting point for tourists that travel by ferry to the islands Vlieland or Terschelling.

Besides the ferries that depart several times a day to the two islands, a historical fleet of seventy boats is situated in the harbor of Harlingen. This historical fleet exists for over an century and has its fixed places in the harbor. The association of this historical fleet, the Verenigde Bruine Zeilvaart Harlingen (hereafter VBZH) is responsible for assigning piers and facilities to the fleet and the contact with the congregation. The congregation of Harlingen is not convinced of the value of the historical fleet for Harlingen as a city in general, the nautical character of the city and the economical value of the historical fleet . In their opinion the fleet covers too many piers in the harbor while it is not profitable. This results in fewer piers that are assigned to the historical fleet. The VBZH is interested in the value of the historical fleet as part of the city Harlingen and the impact of the historical fleet on the total image of Harlingen from a residents’ point of view. Harlingen is mainly a transfer port for tourists that travel to the islands and other tourists that visit Fryslân and consequently visit Harlingen for a day. According to Schroeder (1996), it might be expected that the image that the host population of a city has would be important because of its relationship to two aspects of

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tourism development and relevant to this case the development of the historical fleet as part of a city’s image. First, the perceptions of residents may influence political support for efforts to promote and develop certain aspects of tourism in a particular city. Second, the information that residents provide influence the image developed by potential tourists. The congregations lacking interest of the historical fleet as part of the greater image of Harlingen plays a central role in this study. While the congregation should be representative for the residents’ opinions this research makes use of the residents’ perceptions of the image of Harlingen and the historical fleet. Moreover, as stated by Schroeder (1996) residents have an impact on the political support for tourism and consequently their own support for tourism. To target different groups of residents based on their perceptions of image, their support for tourism and socio-demographics a segmentation will be performed. To conclude, by investigating the relationship between the image of Harlingen, the historical fleet as part of this image and the support for tourism and likelihood of recommendation from a residents’ point of view this study is trying to cover the problem of the VBZH. In addition, this study will come up with recommendations for Harlingen to promote it as a destination for tourists and the historical fleet as part of this destination.

1.2 Problem statement

The image of Harlingen as a port town and the impact of the historical fleet on this image are unclear. The purpose of this study is to determine this relationship and the relationship between the different images held by residents and their support for tourism. Consequently, residents will be segmented based on their images of Harlingen as a destination in which the primary objective is to identify segments based on the more and less favorable images. To investigate this problem the following problem statement is formulated:

What is the image of Harlingen as a destination and the historical fleet as part of this image taken the perceptions, support for tourism, and the likelihood of recommendation of residents into account, and how can residents be segmented based on this image?

This problem statement is translated into seven more specific research questions. The first four questions are related to destination image in general and in relation to support for tourism

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and likelihood of recommendation. Questions five and six are aiming at the image of Harlingen and the image of the historical and the relation between the two. Question seven will investigate a segmentation based on this destination image.

R1. What is image in the case of a tourist destination?

1a. Definition of image

1b. Literature on destination image

R2. What is the impact of residents’ image of their state as a tourism destination?

R3. What is the relationship between residents’ perception of image and their support for tourism?

R4. What is the relationship between residents’ perceptions of image and their likelihood of recommendation?

R5. What is the image of the historical fleet?

R6. What is the overall image of Harlingen and to what degree does the historical fleet influence this image?

R7. How can residents be segmented based on the image of their state as a tourist destination in general?

1.3 Theoretical and social relevance

Travelers create images by processing information about a destination. Residents can influence tourist perceptions because they are an information source for tourists. In the case of Harlingen several aspects of this city can be part of the information that people use to create their image. The historic yachts in the harbor of Harlingen are part of Harlingen as a destination and attract a certain kind of tourism. The degree to which these yachts have an impact on the total image of Harlingen as a destination, will be investigated through a survey and interviews. This is socially relevant to the VBZH in convincing the congregation of the value of the historical fleet in the city Harlingen. Consequently, it is relevant for the congregation of Harlingen to have information about the image that residents have of the city.

According to Schroeder (1996) a relationship exists between the residents’ image of their state as a tourism destination and their support for tourism. In the literature there is lack of research

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about the impact of residents on the creation of a destination image. In this research the perceptions of residents will be taken into account when considering the overall image. First, because the residents of Harlingen have a clear perception of the value of the historical fleet (hereafter HF) for Harlingen. Second, residents can be more or less dependent on the HF in economic sense. Furthermore, destination image segmentation results in segments which help to address and target the groups in the community that need to be stimulated to improve their perceptions. This can address possible problems in the image perceptions of residents.

Consequently, it is highly applicable to media selection when considering city marketing.

Destination image segmentation is never performed based on the image generated by residents instead of tourists. To conclude, this research is social relevant to the VBZH, the congregation, and the residents considering the image of Harlingen and consequently the image of the HF that is part of the total image of their city. The theoretical relevance can be found in the fact that residents play a central role in the image formation process, segmentation will be based on the residents’ perception of image and their characteristics while in previous studies this is exclusively performed based on tourists’ perceptions.

1.4 Structure of the thesis

This thesis will start with a theoretical framework in chapter 2 which incorporates all terms and concepts related to destination image. Moreover, the role of residents, their support for tourism and segmentation based on the residents will be elaborated. This chapter will conclude with hypothesis that have been formulated based on the literature. In chapter 3, the research design is presented. This chapter will describe the procedure that preceded the final questionnaire, the measurement technique, the data collection, and the plan of analysis.

Chapter 4 presents the results of the analysis that have been performed on the data with the corresponding tables and figures and the answers to the hypotheses. Finally, in chapter 5 the conclusions and recommendations will be presented. In addition, the limitations of the study will be discussed.

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2. Theoretical framework

This section will embed the study in a theoretical framework. First, image in general will be discussed based on previous studies considering image. Second, the destination image, the framework for destination image, and the destination image formation will be discussed more specifically. Finally, in 2.5 and 2.6 respectively the role of residents and destination image segmentation will be described.

2.1 Image

In the middle 1950s Kenneth Boulding started to discuss the role of image in economic activities and other fields of man’s interest. He stated that the behavior of persons is not directed by mere expertise and information. According to Boulding the image a human creates in its mind is a product of the images a man perceives. The reactions of human beings are not based on what is true but to what we believe is true. In other words, subjective values and knowledge are used to mediate between ourselves and the universe surrounding us (Lindquist, 1975). In traditional branding theories, brand image is a key component of customer-based brand equity. It refers to the associations that consumers have in their memory (Torres, Bijmolt 2009). Brand image has been defined as ‘perceptions about a brand as reflected by the brand associations held in consumer memory’ (Keller, 1993). At the most fundamental level, image formation and measurement relate principally to the study of imagery in the field of psychology. Imagery has been defined by psychologists as a distinct way of processing and storing multisensory information in working memory. ‘Imagery processing’ depends upon more holistic, or gestalt, methods of representing information (Echtner & Ritchie, 2003). This is also known as mental picturing. In fact, imagery is based on each or all of the senses that human beings posses. In contrast, discursive processing is characterized by pieces of information on an individual level of the stimuli other than the more holistic impressions (MacInnis & Price, 1987). The relationship between imagery processing and consumer behavior has been investigated by MacInnis and Price (1987). The results of this research showed that product information is processed using a combination of discursive and imagery modes. This means that products can be perceived in terms of individual attributes and holistic impressions. Individual attributes refers to pieces of

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information on individual features or attributes while holistic impressions are a total impression an entity makes on the minds of others (Echtner & Ritchie, 2003).

The associations that consumers have with a brand can be divided into two categories:

functional attributes and emotional/symbolic attributes. The first are tangible features of a product or service, the latter are intangible features that meet consumer needs for social approval, personal expression or self-esteem (Keller, 1993; Hankinson, 2004; Chernatony, McWilliam, 1989). In addition, a third category is added: experiential attributes that refer to how a product feels when using it and the degree to which it satisfies internally generated needs for stimulation and variety (Park, Jaworski, MacInnis, 1986).

2.2 Destination image

The image of a destination is important in creating a tourist subjective perception, consequent behavior, and destination choice (Chon, 1991; Echtner & Ritchie, 1991). The concept of destination image is being investigated since the early 1970s, when Hunt’s (1975) examined the role of image in tourism development. Since this study, destination image has become one of the more important areas of tourism research. Tourist destination image is approachable from different research perspectives such as sociology, geography, semiotics, and marketing (Gallarza, Gil, & Calderón, 2001). The definition of tourism given by the Statistics Committee of the United Nations is the set of activities carried out by people in their trips and stays in places other than their usual place of residence for less than one continuous year for leisure, business, or other purposes. In the study of marketing, destination image has been the subject of research during the last three decades. Research was mainly focusing on effective destination positioning (Echtner & Ritchie, 1991; Reilly, 1990) or on the destination selection process (Goodrich, 1978; Hunt, 1975). Destination image and destination marketing has its implications for tourism marketing though many difficulties have to be faced. The product tourism is characterized with complexity (Smith, 1994) and multidimensionality (Gartner, 1989). Furthermore, the consumer is constantly moving to and away from the place where the actual behavior takes place (Gallarza, et al. 2001). Moreover, the subjectivity that is the result of impressions following from residents, retailers, information sources and other tourists can play a significant role in the image formation process (Calderón, Gil & Gallarza, 1998). In

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other words, the perceptions of other people than tourists’ with which tourists have had contact impacts the image a tourist creates of a particular destination. The most important aspect could be the fact that destination image heavily relies on intangible characteristics; it depends on invisible elements of pre-visit selection and a pre-taste of the destination (Fakeye and Crompton, 1991). To conclude, the perceptions that first time visiting tourists’ have are more important for their destination choice than the reality. In the following paragraphs, a framework of destination image will be presented and elaborated and the destination image formation process will be described. In paragraph 2.5 the role of residents will be discussed and finally in 2.6 theory about destination image segmentation will be reviewed.

2.3 Framework of destination image

Destination image in the field of marketing is often defined as an attitudinal concept consisting of the sum of beliefs, ideas and impressions that a tourist holds of a destination (Crompton, 1979). Destinations with strong, positive images are more likely to be considered and chosen in the travel decision process (Goodrich, 1978; Woodside & Lysonski, 1989).

Once at the destination, the level of satisfaction depends upon a comparison of expectations based on previously held images and the actual reality encountered at the destination (Chon, 1990). The important role of destination image, both in terms of understanding travel behavior and in designing effective tourism marketing strategies, underscores the need to develop methodologies to comprehensively and accurately measure this concept (Echtner & Ritchie, 2003). Benefits arise from the already developed measurement tools for product or brand image. However, destination image has a more complex, multidimensional and diverse nature.

Therefore, it is necessary to develop more complex and specific frameworks suitable for reliably and validly measuring a tourist destinations’ image. Echtner and Ritchie (2003) contributed greatly with their efforts to create a framework that encloses tourist destination image. According to them the distinctions between functional and psychological characteristics have to be made in the case of examining a destinations’ image. Functional characteristics are defined as directly observable or measurable, for example, architecture and natural environment. On the other hand, psychological characteristics are not directly observable and measurable. Examples of psychological characteristics are friendliness of residents or atmosphere. Moreover, there is the difference between holistic impressions and

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individual attributes in measuring image. The majority of researchers that tried to conceptualize the destination image were using attributes and not holistic impressions.

However, tourism literature shows the importance of the holistic aspect of tourism destination image. Several studies focused on destination image as a holistic construct, or the total impression a place makes on the minds of others (Um & Crompton, 1990; Reilly, 1990).

Pearce (1988) pointed out the strong visual component, or imagery, inherent in destination image. It implies a search of the long term memory for scenes and symbols, panorama’s and people. According to his study, image represents an overall mental picture or a destination stereotype. In other words, while each individual has its own representation or mental picture of a destination, there also exists a publicly held common mental picture of that destination, or stereotype (Echtner & Ritchie, 2003). Consequently, it becomes clear that destination image has to be considered in both terms of attribute components and holistic components.

Moreover, images can be based on the more functional characteristics like attractions, accommodations, cultural sights and the more psychological characteristics or intangible characteristics like safety, friendliness or ambiance. From this it follows that the framework of image consists of functional versus psychological characteristics and holistic impressions versus individual attributes. Echtner & Ritchie (2003) added a third dimension of destination image that according to them is largely overlooked. Destinations’ images can be based on the more common functional and psychological traits to those based on more unique features, events, or feelings. This can be explained by the fact that destinations have impressions of a core group of traits on which all destinations are commonly rated and compared. For example, the price level of two different destinations can be the same. In the case of psychological characteristics it could be the level of friendliness. In contrast, images can also be composed of unique functional or psychological characteristics. Examples of unique characteristics are the Chinese wall in China or Angkor Wat in Cambodia. Unique psychological characteristics are much more difficult, for example the romantic atmosphere of Paris or the aura of the Vatican are both special to those particular locations and their associated set of values. Figure 2.1 shows the framework developed by Echtner and Ritchie (2003).

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Functional characteristics Common

Attributes Holistic

Unique Psychological characteristics

Figure 2.1. Framework destination image (Echtner et al., 2003)

To conclude, a destination image consists of two main components: attribute based and holistic components. Consequently, each of these components contains more functional or psychological characteristics. In addition, destination images can also range from those based on common characteristics and those that are more distinctive or completely unique features of a destination. In order to include all the components, structured as well as unstructured approaches need to be incorporated in a study (Echtner & Ritchie, 2003). In table 2.1 an overview of the most common attributes used in tourist destination image studies is presented.

The attributes are ranging from landscape and surroundings as the most functional attribute to residents’ receptiveness as being the most psychological attribute. It becomes clear that residents’ receptiveness is the attribute most often used in tourist destination image studies.

Residents’ receptiveness is the degree to which residents are willing to welcome tourists in their area of residence and act in that way. Hence, the importance of tourists’ perception of residents is important in their evaluation (Gallarza, Gil, & Calderón, 2001). Moreover, the landscape and cultural attractions seem to be an often included attribute when conducting a destination image research. While residents’ receptiveness is a psychological attribute, landscape and cultural attractions are functional attributes.

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Author A B C D E F G H I J Total

Recreational

activities x x x 3

Landscape,

surroundings x x x x x x x x 8

Nature x x x x x x 6

Cultural

attractions x x x x x x x x 8

Nighlife/

entertainment x x x x x x 6

Shopping

facilities x x x x x x 6

Sport facilities x x x x x x x 7

Transportation x x x x x 5

Accommodation x x x x x x x 7

Gastronomy x x x x x x 6

Price,value,cost x x x x 4

Climate x x x x x 5

Relaxation x x x x x x 6

Accessibility x x x x x 5

Safety x x x x 4

Social

interaction x x x 3

Residents’

receptiveness x x x x x x x x x 9

Table 2.1, overview common used attributes

A: Crompton (1979), B: Goodrich (1982), C: Gartner (1989), D: Chon (1991), E: Chon (1992) F: Fakeye &

Crompton (1991), G: Crompton et al. (1992), H: Echtner & Ritchie (1993), I: Schroeder (1996), J: Balolglu and McCleary (1999).

2.4 Destination image formation

In the image formation process there are two approaches considered. First, the static approach which studies the relationship between image and tourist behavior such as satisfaction (Chon, 1990) and destination choice (Hunt, 1975). Second, the dynamic approach that entails the structure and formation of the destination image itself (Gartner, 1996). Little empirical research has focused on how image is actually formed. Especially, in the case of lacking previous experience with a destination. This suggests that most studies have largely focused on the static nature of the relationship between image and behavior. There is a lack of research about the dynamic nature of the influences on the structure and formation of image in

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the absence of actual visitation (Balogly & Mcleary, 1999). As Brokaw (1990) stated: ‘Before image can be used to influence behavior, it is important to understand what influences image.

When the factors that influence the image formation process are known, target markets can much easier being identified and decisions on which image to promote can easier be made.

Several studies emphasized that understanding the forces that influence the development of an image is very important. Based on literature from several studies that originate from different disciplines and fields, Baloglu and McCleary (1999) tested the general framework that includes the forces guiding the formation of destination image and it incorporates relationships among the different levels of evaluations which are cognitive, affective, and global. The cognitive or perceptual evaluations refer to knowledge and beliefs about a destination’s attributes. In contrast, affective evaluations refer to feelings and attachment to a destination. The global image that is part of the destination image refers to the overall image that a person has of a destination. Destination image is predominantly caused by two different factors: stimulus factors and personal factors (Baloglu et al. 1999). Stimulus factors are those that come from external stimulus and physical objects as well as previous experience.

Personal factors include the characteristics, social and psychological, of the perceiver.

Stimulus factors as well as personal factors are the driving force behind the formation of destination image which in turn comprises of cognitive, affective and global evaluations (Baloglu, 1999). The general framework of the destination image formation process that is based on previous studies can be found in figure 2.2.

Figure 2.2, General framework of destination image formation (Baloglu & McCleary, 1999)

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The general framework served as a guideline in the development of the path analysis that is proposed by Baloglu and McCleary. In their study they included five determinants that influence destination formation which in turn were either cognitive or affective evaluations.

The five determinants were variety of information sources, type of information sources, age, education and socio-psychological travel motivations. The variety of information sources and its influence on the image formation process of tourists follows seven phases in the model of the seven phases of Gunn (1988):

1. Accumulation of mental images about vacation experiences (organic image).

2. Modification of those images by further information (induced image).

3. Decision to take a vacation trip.

4. Travel to the destination.

5. Participation at the destination 6. Return home

7. Modification of images based on the vacation experience

The organic image is the image that is primarily based upon information assimilated from non-touristic, non-commercial sources such as the general media, education and the opinions of friends and family. The induced image includes more commercial sources of information, such as travel brochures, travel agents, and travel guidebooks. Step seven includes actual first hand experiences at the destination which started with the organic and induced image (Gunn, 1988).

Except from the socio-psychological travel motivations, all four determinants directly influence cognitive evaluations. These four and the socio-psychological tourism motivations together influence affect. On the other hand, overall image was more likely being influenced by affect than by cognitive evaluations and affect together. The main conclusion from testing this integrated framework of the destination formation process is that affect and to a lesser extent cognitive variables have a strong influence on image. To influence affective evaluations of a destination, the attributes of a destination and the motivations of tourists should be taken into account. By promoting an image of a destination the focus should be on the most important variables. In addition, variety of information sources and type of

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information sources include residents as well. In this study residents will play the central role in the destination image formation using the theory that exists about tourists and the formation of a destination image. Moreover, their attitude towards tourism is likely to influence the image that tourists create (Schroeder, 1996). In the next paragraph, the role of residents in this process will be elaborated

2.5 Residents’ attitude towards tourism

In the field of tourist destination image studies, residents can be included as either passive or active. Assuming that residents have images of their own place of residence compared to the image that tourists’ capture is covering the active role of residents. More often, residents are seen as part of the image elements. Their support for tourism in their area may affect the perceptions of tourists’ of a particular destination. The latter is labeled the residents’ passive role in destination image research (Gallarza, Gil, & Calderón, 2001). As an attempt in trying to explain resident attitudes towards tourism, several studies have investigated the relationship between an individual’s characteristics and attitudes towards tourism development. Residents’

characteristics studied are demographics, personal benefits from tourism, and community attachment (McGehee, Andereck, 2004). The majority of studies have shown that the more dependent residents are on tourism and the greater level of economic gain they receive from tourism the more positive they tend to be towards tourism development (Deccio & Baloglu, 2002; Jurowski, Uysal, & Williams, 1997; Lankford & Howard, 1994). In a study of Haralambopoulos and Pizam (1996) residents were categorized into two different groups.

Those that were directly dependent on tourism and those who were not directly dependent.

The outcomes showed that those who were directly dependent were much more positive about tourism development in the light of employment opportunities, personal income, tax revenues, and standard of living. Moreover, it has been found that people who place a great amount of value on economic development tend to be much more positive towards tourism (Lindberg &

Johnson, 1997). The resident characteristic, community attachment, is often measured as length of residence or growing up in a community (Lankford & Howard, 1994). Researchers found evidence that attachment is negatively related to tourism development. On the other hand, some studies came to the conclusion that the opposite is true or that there is no

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definitive relationship between support for tourism and community attachment (Deccio &

Baloglu, 2002; Gursoy, Jurowski, & Uysal, 2002).

Perdue, Long, and Allen (1990) developed a model of support for tourism development (Figure 2.3). In their study they suggested that residents perceived higher levels of impacts and were more supportive of user fees and taxes when they were more dependent on tourism.

Moreover, there appeared to be a threshold of tourism development activity at a certain point where attitudes became less positive. In other words, feelings of residents became more positive when tourism activity increased until a certain point where attitudes began to be less positive. This relationship was tested with the help of the developed model of support for tourism. According to Perdue et al. (1990), communities with low tourism and low economic activity and those with high tourism development and high economic activity tend to be more positively disposed toward tourism than the residents in communities with low tourism and high economic activity or the other way around.

Figure 2.3, Model of support for tourism development (Perdue, Long, & Allen, 1990)

In addition, Smith and Krannich (1998) found that in tourism dependent communities residents were less positive towards tourism development and perceived tourism-related impacts more negative than residents in less tourism dependent communities. Moreover, Getz (1994) stresses the need to distinguish between individual versus community dependence on

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tourism. Individuals who personally benefit from tourism perceive greater economic benefits and fewer negative social and environmental impacts from its development than others.

Schroeder (1996) is one of the few researchers that empirically tested the impact of residents’

image of their residence as a tourist destination on their support for tourism. In contrast to the previous named studies, Schroeder tried to incorporate the image that residents hold of their destination. The main outcome of his study was that residents indicating a more positive image of the destination, in this case the state North-Dakota, were more likely to recommend it and also more likely to support state promotional funding. According to Schroeder (1996), from these results it would appear that the image held by residents may impact both the organic and induced image that nonresidents have.

Another approach towards residents’ attitudes and tourism is based on the social exchange theory. This theory is concerned with understanding the exchange of resources between individual and groups in an interaction of situation, where actors supply one another with valued resources (Ap, 1992). According to this theory, residents that found exchange between them and tourists beneficial are more likely to support tourism and have more positive reactions towards tourists. On the other hand, residents that had a rather negative exchange with tourists were less likely to support tourism (Jurowski et al., 1997). There are three different main elements in the exchange process: economic, environmental, and socio- cultural. The economic element is concerned with the profitability of tourism. The more residents profit economically from tourism, the more favorable disposed they are towards tourists and tourism development. The environmental element is based on the fact that residents give higher priority on the environment than on economically beneficial impact.

And third, the socio-cultural element is associated with the means of tourism to help residents understand their local culture and preserving it (Besgulides, Lee, & McCormick 2002).

2.6 Destination image segmentation

The literature on image destination segmentation is very scarce. A study conducted by Leisen (2001) segmented the vacation market based on the more or less favorable images. A more positive image increases the likelihood of visitation in the case of tourists. Segments can be described in terms of the content of the image and demographics. As mentioned before, image

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is a subjective term used for individual representations of a destination or resident. This individual representation in mind of the reality can be explained by the social representations theory. This theory states that representations are a means of constructing and understanding social reality (Meier & Kirchler, 1998). These social representations can be defined as images, ideas, myths, knowledge, and thoughts about a social object of interest such as tourism (Andriotis & Vaughan, 2003). From this it follows that every person has its own representation of reality in which some persons differ much more from each other than others.

Segmentation based on these differences aiming at tourists can lead to interesting results regarding the expectations of tourists of a particular destination. In the case of residents, segmentation based on these representations is never done before yet. The relationship between residents’ image as their state as a tourist destination and their support for tourism is studied by Schroeder (1996). As mentioned before, this research suggested that a more favorable image leads to a stronger support for tourism and an increasing likelihood of recommendation to non-residents. The research done by Schroeder suggest that each resident holds its own image which is directly linked to their support for tourism. These images are similar to the images or social representations held by tourists. The segmentation of tourists’

can be used to better target groups to attract. On the other hand, segmentation of residents is helpful to identify the support for tourism in communities and the adjustment of policies towards those differences (Leisen, 2001).

2.7 Conclusion

Based on the literature about destination image, the role of residents in the destination image formation process, and their support for tourism this paragraph will present the corresponding hypotheses.

Based on the literature on destination image certain relationships can be expected. To determine the overall image of Harlingen and the image of the HF, residents’ perceptions play the central role. Moreover, the support for tourism of the residents is likely to be related to their more positive or negative image of Harlingen as a city or the HF as part of the city image. Six main relations are included from a residents’ point of view. First, the relationship between the image of Harlingen and the support for tourism. Second, the relationship between

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the image of Harlingen and the likelihood of recommendation. In addition, the relationship between the support for tourism and the likelihood of recommendation will be investigated.

Moreover, the relationship between support for tourism and the likelihood of recommendation with the image of the HF will be elaborated. Finally, the relationship between the image of Harlingen and the image of the HF. In addition, it can be expected that there is a relationship between the socio-demographic characteristics of the residents and the image they have of Harlingen. Based on residents’ demographics and their perceptions of Harlingen, which results in the overall more or less positive image, different segments will be the outcome.

To address these relationships and objectives, the following hypotheses are formulated based on literature:

H1: The degree to which a resident supports tourism has a positive effect on the degree to which a resident is positive about the image of Harlingen.

H2: The degree to which a resident is positive about the image of Harlingen has a positive effect on the likelihood of recommending Harlingen to other persons.

H3: The degree to which a resident support tourism has a positive effect on the likelihood of recommendation.

H4: The degree to which a resident supports tourism has a positive effect on the image of the HF held by residents.

H5: The degree to which a resident is positive about the image of the HF has a positive effect on the likelihood of recommendation.

H6: The perceptions of residents with respect to the historical fleet have a positive effect on the image of Harlingen held by residents.

In the next two chapters, respectively the research design used to test the hypothesis will be elaborated and the results of the analysis will be presented.

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3. Research Design

The way the research is conducted is described in this chapter. This includes the sampling and measurement techniques, data collection in the form of the questionnaire and the plan of analysis.

3.1 Measuring destination image

In the destination image literature several ways to measure destination image are discussed though in each research it is either structured, unstructured or a combination. There is a lack of extensive measurement techniques because of the relative recent analysis of destination image (Pike, 2002). In this study the case is a relative small city for which the residents’ are used as the reference point to structuring this destination image. Taken this into account and reviewing previous measurement methods resulted in a measurement technique that is mainly structured and partly unstructured. As mentioned in chapter two, Schroeder (1996) was the first to include residents’ perceptions in creating a destination image. In his study, the measurement was solely structured by using several attributes that had to be rated on a 7-point Likert scale. In addition, he added one question about likelihood of recommendation and one question about agreement with state support for tourism. In this research the combination of both structured and unstructured is used. Based on interviews, tourism brochures and materials, and previous research attributes are developed for this study. According to Jenkins (1999) the use of structured measurements result in an ‘image profile’ that is easy to compare and combine for several respondents. On the other hand, unstructured methods reduces interviewer bias and the likelihood of missing important image dimensions or components (Jenkins, 1999). In structured measurements the chance of missing dimensions is high this is why open-ended questions are included in the questionnaire. Moreover, interviews with residents’ and tourism office employees are held that resulted in the final attribute list. The open-ended questions were used to reveal information that would impossible be the result of a structured questionnaire. To incorporate all important attributes or dimensions this study included functional (museums) as well as psychological (restful) attributes, common (nightlife) as well as unique (‘vlootdag’) components, and attributes (accommodation) as well as holistic impressions (nautical).

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3.2 Sampling Technique

The target group of this research are citizens of the town of Harlingen. Harlingen has a population of 15.567 residents (CBS, 2008). In order to reach as many persons possible, two sampling techniques are used. First, the snowball-sampling technique aimed at citizens of Harlingen that were able to recruit other residents that would complete the questionnaire.

Second, random sampling on the street and on the internet was conducted to reach even more resident. The random aspect followed from the approach that aimed to question each next person that came by after a questionnaire was filled in completely by a resident. In addition, some residents that did not have the time to complete it at that moment were asked to fill it in on the internet. The largest part of the complete questionnaires were received through internet.

In total 2243 citizens received the questionnaire via email, mail or on the street. 293 citizens returned the questionnaire completely, except from the sensitive demographic questions as income, which makes it a response rate of 13%.

3.3 Questionnaire construction

The questionnaire is based on secondary data analysis and the interviews held with residents of the town of Harlingen. A pre-test of the questionnaire with six people from the community of Harlingen resulted in small adjustments regarding the formulation of the questions and gave insights in the reliability of the answers and the validity of the questions. Moreover, the pretest also suggested that the questionnaire took a maximum of ten minutes to complete. The final questionnaire consists of four parts. At the beginning of the questionnaire a covering letter and a short piece of text that introduces the nature and purpose of the study is included (David & Sutton, 2004). The first part contains the image items, this part consists of two different ratings. The first rating, called the construct preference, rates the salience or importance of the construct to him or herself. In the questionnaire the person is asked to rate the importance of a certain image attribute. The second rating, called the evaluative perception, evaluates the place according to a particular construct (Jenkins, 1999). The second part of the survey incorporates the questions about the HF of Harlingen and the third part is particularly aiming at support for tourism and likelihood of recommendation. The third part includes open-ended questions as well. The fourth part includes socio-demographic questions.

Residents of Harlingen rated 24 image items on a 7-point liker scale. The 7-point Likert scale

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is used in order to give respondents the opportunity to give a neutral answer. On the other hand, the 7-point scale leaves enough space for the respondent to give an accurate answer.

The scale used in the questionnaire for preference rating of image and the evaluative rating of image in the case of Harlingen is presented in table 3.1a and 3.1b.

Statement Construct Preference Not at all

important 1

Unimportant 2

Slightly unimportant

3

Neutral/

no opinion 4

Slightly important

5

Important 6

Very important

7

Table 3.1a, Construct preference scaling

Statement Evaluative Perception Strongly

disagree 1

Disagree

2 Slightly

disagree 3

Neutral/ no opinion

4

Slightly agree

5

Agree

6 Totally agree

7

Table 3.1b, Construct evaluation scaling

The items of the image part originated from previous research (table 2.1), interviews held with residents and general reading material and brochures. The attributes that were less relevant for Harlingen though often used in destination image research were taken out resulting in the final attribute list of 24 items. The items used to measure the image of Harlingen held by residents are questioned in two different ways. First, the preference construct of the image items is measured by asking how important a certain item is to them in general. Second, the evaluative construct is measured by asking the respondents how strongly they agree or disagree with a certain item with respect to Harlingen. This technique is used based on the theory of Fishbein (1963) that states that the individual’s attitude towards a destination is equal to his strength of belief about each attribute of a destination multiplied by the importance or salience that he or she assigns to that attribute. Using both ways to measure the image held by residents has some advantages. First, it allows the researcher to understand the image held of particular destinations by individuals. Second, it enables the researcher to assign weights to those aspects of image that are considered important by a particular individual or group of individuals. Third, it is possible to distillate market segments according to travel preferences (Fishbein, 1963). The image attributes and the study or source that they