{"id":24269,"date":"2023-12-06T12:04:28","date_gmt":"2023-12-06T12:04:28","guid":{"rendered":"https:\/\/masterskills.org\/blog\/hinh-anh-diem-den-du-lich-tourism-destination-image-la-gi.html"},"modified":"2023-12-22T09:37:38","modified_gmt":"2023-12-22T02:37:38","slug":"hinh-anh-diem-den-du-lich-tourism-destination-image-la-gi","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/hinh-anh-diem-den-du-lich-tourism-destination-image-la-gi.html","title":{"rendered":"H\u00ecnh \u1ea3nh \u0111i\u1ec3m \u0111\u1ebfn du l\u1ecbch (Tourism destination image) l\u00e0 g\u00ec?"},"content":{"rendered":"
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H\u00ecnh minh h\u1ecda (Ngu\u1ed3n: baomoi)<\/p>\n<\/figcaption><\/figure>\n

H\u00ecnh \u1ea3nh \u0111i\u1ec3m \u0111\u1ebfn du l\u1ecbch<\/font><\/h2>\n

Kh\u00e1i ni\u1ec7m<\/b><\/p>\n

H\u00ecnh \u1ea3nh \u0111i\u1ec3m \u0111\u1ebfn du l\u1ecbch<\/b> trong ti\u1ebfng Anh g\u1ecdi l\u00e0: Tourism destination image.<\/b><\/p>\n

H\u00ecnh \u1ea3nh \u0111i\u1ec3m \u0111\u1ebfn du l\u1ecbch<\/b> l\u00e0 t\u1eadp h\u1ee3p c\u1ee7a ni\u1ec1m tin, \u00fd t\u01b0\u1edfng \u1ea5n t\u01b0\u1ee3ng v\u1ec1 \u0111i\u1ec3m \u0111\u1ebfn m\u00e0 m\u1ecdi ng\u01b0\u1eddi c\u00f3 \u0111\u01b0\u1ee3c. (theo Gunn Clare v\u00e0 Turgut Var 2002).<\/p>\n

C\u00f9ng \u0111\u1ed3ng t\u00ecnh v\u1edbi quan \u0111i\u1ec3m n\u00e0y c\u00f3 Crompton (1979). M\u1ed7i n\u01a1i c\u00f3 m\u1ed9t h\u00ecnh \u1ea3nh ri\u00eang, nh\u01b0ng m\u1ed9t s\u1ed1 n\u01a1i c\u00f3 th\u1ec3 c\u00f3 h\u00ecnh \u1ea3nh h\u1ea5p d\u1eabn h\u01a1n, \u1ea5n t\u01b0\u1ee3ng h\u01a1n so v\u1edbi n\u01a1i kh\u00e1c hay ng\u01b0\u1ee3c l\u1ea1i. B\u1ea5t c\u1ee9 \u0111i\u1ec3m \u0111\u1ebfn du l\u1ecbch n\u00e0o c\u0169ng mu\u1ed1n c\u00f3 m\u1ed9t h\u00ecnh \u1ea3nh \u0111\u1eb9p, \u1ea5n t\u01b0\u1ee3ng t\u1ed1t trong l\u00f2ng du kh\u00e1ch.<\/p>\n

Baud-Bovy M. & Lawson F. (1977) \u0111\u01b0\u1ee3c coi l\u00e0 nh\u1eefng ng\u01b0\u1eddi \u0111i ti\u00ean phong trong nghi\u00ean c\u1ee9u h\u00ecnh \u1ea3nh du l\u1ecbch. N\u0103m 1977, trong cu\u1ed1n “Ph\u00e1t tri\u1ec3n du l\u1ecbch v\u00e0 ngh\u1ec9 d\u01b0\u1ee1ng”, c\u00e1c t\u00e1c gi\u1ea3 \u0111\u00e3 \u0111\u01b0a ra \u0111\u1ecbnh ngh\u0129a h\u00ecnh \u1ea3nh \u0111i\u1ec3m \u0111\u1ebfn nh\u01b0 l\u00e0 s\u1ef1 bi\u1ec3u hi\u1ec7n c\u1ee7a t\u1ea5t c\u1ea3 c\u00e1c hi\u1ec3u bi\u1ebft, \u1ea5n t\u01b0\u1ee3ng, s\u1ef1 t\u01b0\u1edfng t\u01b0\u1ee3ng, c\u1ea3m x\u00fac c\u1ee7a m\u1ed9t c\u00e1 nh\u00e2n, m\u1ed9t nh\u00f3m ng\u01b0\u1eddi v\u1ec1 m\u1ed9t \u0111\u1ecba ph\u01b0\u01a1ng n\u00e0o \u0111\u00f3.\u00a0<\/p>\n

H\u00ecnh \u1ea3nh \u0111i\u1ec3m \u0111\u1ebfn l\u00e0 s\u1ef1 sao ch\u00e9p ch\u1ee7 quan v\u1ec1 b\u1ec1 ngo\u00e0i c\u1ee7a \u0111i\u1ec3m \u0111\u1ebfn. Echtner, C. M., v\u00e0 Ritchie, J. R. (2003) cho r\u1eb1ng h\u00ecnh \u1ea3nh \u0111i\u1ec3m \u0111\u1ebfn l\u00e0 s\u1ef1 nh\u1eadn th\u1ee9c v\u1ec1 c\u00e1c thu\u1ed9c t\u00ednh ri\u00eang bi\u1ec7t v\u1ec1 \u0111i\u1ec3m \u0111\u1ebfn v\u00e0 \u1ea5n t\u01b0\u1ee3ng t\u1ed5ng th\u1ec3 v\u1ec1 \u0111i\u1ec3m \u0111\u1ebfn \u0111\u00f3.\u00a0<\/p>\n

C\u00f9ng t\u01b0\u01a1ng t\u1ef1 nh\u01b0 v\u1eady, Coshall (2000) coi h\u00ecnh \u1ea3nh l\u00e0 nh\u1eadn th\u1ee9c c\u1ee7a c\u00e1 nh\u00e2n v\u1ec1 \u0111\u1eb7c \u0111i\u1ec3m c\u1ee7a \u0111i\u1ec3m \u0111\u1ebfn. Bigne v\u00e0 c\u1ed9ng s\u1ef1 (2001) c\u00f3 m\u1ed9t kh\u00e1i ni\u1ec7m v\u1ec1 h\u00ecnh \u1ea3nh \u0111i\u1ec3m \u0111\u1ebfn l\u00e0 c\u00f4 \u0111\u1ecdng nh\u1ea5t khi cho r\u1eb1ng h\u00ecnh \u1ea3nh \u0111i\u1ec3m \u0111\u1ebfn l\u00e0 hi\u1ec3u bi\u1ebft ch\u1ee7 quan c\u1ee7a kh\u00e1ch du l\u1ecbch v\u1ec1 th\u1ef1c t\u1ebf \u0111i\u1ec3m \u0111\u1ebfn du l\u1ecbch.<\/p>\n

H\u00ecnh \u1ea3nh \u0111i\u1ec3m \u0111\u1ebfn \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn c\u1ea3m nh\u1eadn ch\u1ee7 quan c\u1ee7a kh\u00e1ch du l\u1ecbch, g\u00f3p ph\u1ea7n t\u1ea1o n\u00ean s\u1ef1 h\u00e0i l\u00f2ng c\u1ee7a h\u1ecd.<\/p>\n

\u0110\u1eb7c \u0111i\u1ec3m<\/font><\/h3>\n

H\u00ecnh \u1ea3nh du l\u1ecbch c\u00f3 t\u00ednh b\u1ec1n v\u1eefng \u0111\u1ed9ng, t\u1ee9c n\u00f3 kh\u00f4ng d\u1ec5 thay \u0111\u1ed5i, song kh\u00f4ng ph\u1ea3i l\u00e0 kh\u00f4ng th\u1ec3 thay \u0111\u1ed5i \u0111\u01b0\u1ee3c. Kh\u00f4ng d\u1ec5 thay \u0111\u1ed5i v\u00ec t\u01b0 t\u01b0\u1edfng, nh\u1eadn th\u1ee9c con ng\u01b0\u1eddi th\u01b0\u1eddng c\u00f3 t\u00ednh b\u1ea3o th\u1ee7.\u00a0<\/p>\n

Tuy nhi\u00ean, \u00fd ch\u00ed c\u1ee7a ng\u01b0\u1eddi \u0111\u00f3 s\u1ebd c\u00f3 th\u1ec3 b\u1ecb thay \u0111\u1ed5i b\u1edfi t\u00e1c \u0111\u1ed9ng b\u00ean ngo\u00e0i nh\u01b0 c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh qu\u1ea3ng c\u00e1o, khuy\u1ebfn m\u1ea1i v\u00e0 \u0111\u1eb7c bi\u1ec7t b\u1edfi b\u1ea1n b\u00e8, ng\u01b0\u1eddi th\u00e2n (qua qu\u1ea3ng c\u00e1o truy\u1ec1n mi\u1ec7ng – WOM).<\/p>\n

C\u0103n c\u1ee9 v\u00e0o hai nh\u00e2n t\u1ed1 kh\u00e1ch quan v\u00e0 ch\u1ee7 quan \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn h\u00ecnh \u1ea3nh \u0111i\u1ec3m \u0111\u1ebfn du l\u1ecbch, c\u00f3 th\u1ec3 ph\u00e2n bi\u1ec7t hai lo\u1ea1i h\u00ecnh \u1ea3nh du l\u1ecbch l\u00e0 h\u00ecnh \u1ea3nh nh\u1eadn th\u1ee9c, h\u00ecnh \u1ea3nh c\u1ea3m x\u00fac v\u1ec1 \u0111i\u1ec3m \u0111\u1ebfn.<\/p>\n

– H\u00ecnh \u1ea3nh nh\u1eadn th\u1ee9c<\/b> l\u00e0 hi\u1ec3u bi\u1ebft, ni\u1ec1m tin, s\u1ef1 \u0111\u00e1nh gi\u00e1 c\u00e1c thu\u1ed9c t\u00ednh nh\u1eadn th\u1ee9c c\u1ee7a c\u00e1 nh\u00e2n v\u1ec1 \u0111i\u1ec3m \u0111\u1ebfn.\u00a0<\/p>\n

– H\u00ecnh \u1ea3nh c\u1ea3m x\u00fac<\/b> l\u00e0 c\u1ea3m gi\u00e1c, t\u00ecnh c\u1ea3m c\u1ee7a kh\u00e1ch du l\u1ecbch \u0111\u1ed1i v\u1edbi \u0111i\u1ec3m \u0111\u1ebfn.<\/p>\n

H\u00ecnh \u1ea3nh du l\u1ecbch ti\u1ebfn tri\u1ec3n t\u1eeb h\u00ecnh \u1ea3nh ban \u0111\u1ea7u \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 h\u00ecnh \u1ea3nh h\u1eefu c\u01a1 \u0111\u1ebfn h\u00ecnh \u1ea3nh \u0111\u01b0\u1ee3c k\u00edch th\u00edch.<\/p>\n

– H\u00ecnh \u1ea3nh h\u1eefu c\u01a1<\/b> l\u00e0 h\u00ecnh \u1ea3nh m\u00e0 kh\u00e1ch du l\u1ecbch c\u00f3 \u0111\u01b0\u1ee3c v\u1ec1 \u0111i\u1ec3m \u0111\u1ebfn th\u00f4ng qua c\u00e1c ph\u01b0\u01a1ng ti\u1ec7n th\u00f4ng tin \u0111\u1ea1i ch\u00fang, t\u1eeb s\u00e1ch b\u00e1o m\u00e0 kh\u00e1ch du l\u1ecbch \u0111\u00e3 t\u1eebng \u0111\u1ecdc, t\u1eeb nh\u1eefng ng\u01b0\u1eddi th\u00e2n quen… R\u00f5 r\u00e0ng h\u00ecnh \u1ea3nh n\u00e0y ch\u01b0a \u0111\u1ea7y \u0111\u1ee7, nhi\u1ec1u khi kh\u00f4ng ch\u00ednh x\u00e1c.\u00a0<\/p>\n

– H\u00ecnh \u1ea3nh \u0111\u01b0\u1ee3c k\u00edch th\u00edch<\/b> l\u00e0 h\u00ecnh \u1ea3nh c\u00f3 \u0111\u01b0\u1ee3c sau nh\u1eefng n\u1ed7 l\u1ef1c x\u00fac ti\u1ebfn c\u1ee7a c\u00e1c doanh nghi\u1ec7p du l\u1ecbch, ban qu\u1ea3n l\u00ed \u0111i\u1ec3m \u0111\u1ebfn (DMO) th\u00f4ng qua c\u00e1c ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng \u0111\u1ea1i ch\u00fang, th\u00f4ng qua c\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing nh\u1eafm v\u00e0o kh\u00e1ch du l\u1ecbch.<\/p>\n

(T\u00e0i li\u1ec7u tham kh\u1ea3o: Gi\u00e1o tr\u00ecnh \u0110\u1ecba l\u00ed Du l\u1ecbch, Tr\u1ea7n \u0110\u1ee9c Thanh, Tr\u1ea7n Th\u1ecb Mai Hoa, NXB \u0110\u1ea1i h\u1ecdc Qu\u1ed1c gia H\u00e0 N\u1ed9i)<\/i><\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

\n H\u00ecnh \u1ea3nh \u0111i\u1ec3m \u0111\u1ebfn du l\u1ecbch (ti\u1ebfng Anh: Tourism destination image) l\u00e0 hi\u1ec3u bi\u1ebft ch\u1ee7 quan c\u1ee7a kh\u00e1ch du l\u1ecbch v\u1ec1 th\u1ef1c t\u1ebf \u0111i\u1ec3m \u0111\u1ebfn du l\u1ecbch.\n <\/div>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[414],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/24269"}],"collection":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/comments?post=24269"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/24269\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=24269"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=24269"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=24269"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}