How dull is dullstroom? Exploring the tourism destination image of dullstroom [S'ennuie-t-on à Dullstroom? Une exploration de l'image touristique de Dullstroom]

Abstract

In this case study of the tourism image of Dullstroom, various contributions to the formation of the destination image were investigated. The location of the destination as represented on tourism maps; icons on road signs; slogans and strap lines from marketing collateral and frequencies of key words in websites were analysed. Structured interviews were conducted with representatives of business in Dullstroom and visitors to establish why people visit Dullstroom. The tourism image of Dullstroom is based on trout fishing, the attraction offered by the natural environment and events. Various types of tourist making up niche markets were distinguished and comments posted on websites were examined. The type of information disseminated, as well as the way in which information about a place is communicated, play a vital role in the tourism image as well as tourists' perceptions of a destination. © 2010 Taylor & Francis.