North Atlantic island destinations in tourists' minds

Abstract

Purpose

This study seeks to investigate the image that tourists visiting Iceland in the summer months have of Iceland as a tourist destination, and whether the positioning of Iceland, the Faroe Islands, and Greenland together as one area in tourist markets is possible or feasible.

Design/methodology/approach

The paper presents the results of two surveys. The first survey (unstructured) measures the holistic image of Iceland with a qualitative methodology. The second survey (structured) measures the attribute image of Iceland in comparison with five other countries – i.e. Norway, Scotland, Greenland, Finland and the Faroe Islands – with a perceptual mapping technique.

Findings

Results from the unstructured survey indicate that tourists have the strongest holistic image of Iceland as a scenic nature destination. Results from the structured survey indicate that tourists consider Iceland to be a safe place to visit, an opportunity for adventure, a friendly and hospitable destination, and a country of scenic and natural beauty. According to the results, Iceland, the Faroe Islands and Greenland seem to have a different image in tourists' minds.

Research limitations/implications

The surveys only report the perception of tourists visiting Iceland.

Practical implications

It is hoped that the paper will contribute to a better understanding of how to measure image and how to market (position) the North Atlantic Islands.

Originality/value

The study shows the value that image can have in marketing island destinations and the importance for destinations in peripheral areas to cooperate in their marketing activities.

Citation

Gudlaugsson, T. and Magnússon, G. (2012), "North Atlantic island destinations in tourists' minds", International Journal of Culture, Tourism and Hospitality Research, Vol. 6 No. 2, pp. 114-123. https://doi.org/10.1108/17506181211233045