Tourists’ real-time destination image of Kuala Lumpur
International Journal of Tourism Cities
ISSN: 2056-5607
Article publication date: 13 January 2022
Issue publication date: 31 January 2022
Abstract
Purpose
This paper aims to capture real-time images of tourists during their visitation. This effort is to clarify a debate among scholars that there is a lack of current effort to genuinely represent an accurate image of the tourist experience during their visit. Previous studies on destination image focused on measuring and successfully capturing the tourists' perceived image using the perspective of “before and after” visitation.
Design/methodology/approach
The paper applies volunteer-employed photography and questionnaire methods to capture real-time tourist images. The paper was conducted in Kuala Lumpur, involving 384 international tourists. The data are analysed by supplemental photo analysis, was categorised into manifest and latent content.
Findings
The paper provides empirical insights into the changes in tourists' image when visiting an urban destination. The insights suggest that a city's image during visitation continuously changes based on the tourists' movement and preferences.
Practical implications
The findings of this paper are critical in assisting tourism agencies and authorities in portraying an accurate image to achieve greater tourism satisfaction.
Originality/value
This paper contributes to the interpretation and portrayal of the real-time image of Kuala Lumpur based on the manifest and latent content of the photos taken.
Keywords
Acknowledgements
This work was supported by the Ministry of Higher Education under Fundamental Research Grant Scheme (FRGS/1/2019/SS06/UTM/02/3).
Citation
Syed Jaafar, S.M.R., Ismail, H.N. and Md Khairi, N.D. (2022), "Tourists’ real-time destination image of Kuala Lumpur", International Journal of Tourism Cities, Vol. 8 No. 1, pp. 7-29. https://doi.org/10.1108/IJTC-01-2021-0019
Publisher
:Emerald Publishing Limited
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