The role of sustainability award logos and other visual elements in the formation of a sustainable destination image

Abstract

Being able to successfully form a sustainable destination image is crucial for the flourishing of sustainable tourism. However, the formation of a credible sustainable destination image is challenging, since there are multiple factors that hamper its development. Consequently, understanding the elements that successfully contribute to a genuine sustainable destination image formation is essential. For instance, visual elements displayed in the photographs of a destination can influence the destination image. Such elements can encompass both the features of the pictures, and symbols depicting sustainability certifications. Therefore, the purpose of this study was to analyze the role of tourism sustainability certifications and other visual elements present in promotional pictures of a destination in the sustainable destination image formation. The sustainability certification used in this paper is the Global Destination Sustainability Index (GDSI) award logo. The present paper used a mixed-method design, which consisted of both eye-trackers and structured interviews. The research involved 20 participants from different ages and backgrounds that were currently living in Sweden. For this study, pictures from the city of Gothenburg were used. The results showed that the presence of the GDSI award logo was irrelevant in the formation of a sustainable destination image, while visual elements and the emotions evoked by them were influential and pivotal. Based on the results and methodology of the study, theoretical and managerial contributions, limitations, and suggestions for future research were provided.

Eye movements reveal sustainability interest: Students use eyetracking technology in study | University of Gothenburg (gu.se)

“It was indeed a fascinating project to work on, and we're grateful for the opportunity to collaborate with Handelslabbet. Working with Handelslabbet was a rewarding experience for us. The collaboration provided us with access to eye tracking-equipment, which was crucial for conducting the study. Moreover, the support and guidance we received from the Handelslabbet team throughout the project were instrumental in its success.”

Project details

Title: The role of sustainability award logos and other visual elements in the formation of a sustainable destination image

Year: 2023

Autors: Camilla Ghezzi and Maryam Mehdizadeh Dehkordi

Supervisor: Eva Maria Jernsand

Course/Programme: Thesis, master's Degree Project in Marketing and Consumption at the University of Gothenburg