Destination Image in Tourism Contexts

In keeping with Hankinsons (2004) definition of an organic image of a destination, as being that which a person knows or perceives about a place based on what they; read in newspapers, novels and periodicals, listen to on radio or watch on TV or on film, this paper traces the various organic influences on Irelands destination image since the formation of the State in 1922. Image is a key influencing factor in destination choice and therefore a constituent of the evaluation process through which tourists select a destination, (Yüksel and Akgül, 2006). According to Duffy (1997) writers and artists are both witnesses to the world in which they live, but also producers of it and therefore inform organic images that evolve over time. Writers possess innate insightful qualities which help to shed light on and create understanding of, the diversity of place and the various meanings that become associated with it. Dunne (1987) supports this view by stating that to a greater extent past and present views of Ireland and Irishness abroad have been influenced by reading Irish literature and viewing Irish art. The writings of such authors as Yeats, Synge, and later Joyce acted as mirrors which reflected the reality of life in Ireland to an international audience (Barnes Duncan, 1992). By employing fantastical and improvisational writing styles Irish writers such as OBrien painted a surreal image of Ireland that challenged the reality of the times, (Kiberd, 2000:501). Many other media have contributed to the construction of images of Ireland, film and photography as well as music and popular culture all impact upon how Ireland is perceived as a tourism destination abroad. Distinctiveness therefore does not lay in anyone image of Ireland but in how Ireland re-invented itself in reaction to the various events throughout its history and how these events have been communicated to a world audience.