How Images and Stereotypes Influence Travellers Attitudes toward Tourism Destination

This research aims to formulate a tourism marketing campaign which potentially can positively alter how Australian and Indonesian tourists perceive tourist destinations outside their consideration set which will then lead to having a positive attitude towards these destinations. Specifically, this study will investigate the extent to which matching ‘Destination Image’ and ‘Destination Society Stereotype’ would influence tourists attitudes toward the tourism destinations they did not consider earlier.

Utilising experimental design, this research aims to find the most optimal match between destination images and the society stereotypes pertinent to these particular destinations that could lead tourists in developing positive attitudes towards such destinations and to determine under which conditions the match would be most optimal. The findings of this study are expected to bring new insights in how to better promote tourist destinations which are not normally considered by potential tourists. Successful implementation of such tourism marketing campaign will not only strengthen Australia and Indonesias bilateral tourism flows but also extends beyond tourism including defence, trade, and political relations.

Project Leads

Associate Professor Dewi Tojib

Associate Professor Dewi Tojib

Associate Professor, Monash Business School

Monash University

Sri Rahayu

Sri Rahayu

Senior Lecturer, Vocational Schools

Universitas Indonesia