Images of Norway as a Tourist Destination From Russian Travel Bloggers' Perspective

Images of Norway as a Tourist Destination From Russian Travel Bloggers' Perspective

Ekaterina Klimova (UiT – The Arctic University of Norway, Norway) and Young-Sook Lee (UiT – The Arctic University of Norway, Norway)
DOI: 10.4018/978-1-5225-6954-1.ch013


Tourism is increasingly becoming an important sector to be considered when it comes to discussing the sustainable development of the Arctic. This chapter presents a research into the image of Norway—one of the Arctic nations—as a tourist destination. The image is traced through a qualitative study of Russian travel blog sites. Results from the study widen the understanding of Russian tourists' interests in Norway. The findings also highlight the process of image formation of Norway as an Arctic destination by the Russian travel bloggers.
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Destination Image Formation

As the current chapter focuses in the image of Norway as a tourist destination, a brief review on destination image formation opens the relevant literature review for the chapter. There are a number of factors that influence destination image formation. Baloglu and McClearly (1999) describe two major forces of image formation: stimulus factors and personal factors. The stimulus factors are the external pull factors, which emanate from physical objects and previous experiences. The personal factors are push factors, which depend on social and psychological characteristics of the perceiver.

Researchers support the view that destination image can be defined as a multidimensional construct, consisting of two main dimensions: cognitive and affective (Hosany, Ekinci, & Uysal, 2006). The cognitive or perceptual dimension is signified by beliefs or knowledge about a destination and its characteristics (Baloglu & McClearly, 1999). Cognition may or may not have originated from past travel experiences. It can be organic or induced (Pike & Ryan, 2004). The affective dimension refers to feelings that a potential tourist has with regard to a destination and his or her attachment to it (Baloglu & McClearly, 1999). Affect can be favorable, unfavorable, or neutral. The affective factor has been a more recent focus in destination image research.

Key Terms in this Chapter

Word Frequency Test: A test run on a computer software and enables to list the most frequently occurring words or concepts in the data.

Bloggers: The individuals who run blogs.

Travel Blogs: The websites that are regularly updated by individuals on particular topic or subject of travel.

Destination Image: Certain impressions or ideas that a place is held in the minds of potential tourists.

Content Analysis: A qualitative research technique that are useful to determine elements from a set of data for impressionistic, intuitive, interpretive analytical enquiries.

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