Secondary data are an important source of information in qualitative research (Decrop, 1999) and were utilised, within this research, to identify possible disparity in the promotion, and perception, of the Isles of Scilly as a tourism destination. Data sets, formed of online promotional material and travel blogs, were analysed in this research. The first data set comprised of 33 webpages from the DMO website. The second data set contained 27 travel blogs relating to the Isles of Scilly, published between 2013 and 2014. Table 5.2 details the material examined in this study.
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Data set one Data set two
DMO Webpage Identification
DMO Webpage content Travel Blog Identification
Table 5.2 Data sets analysed in secondary data analysis
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5.1.1 Images of the Isles of Scilly as promoted by the DMO
The responsibility of the DMO to portray an accurate representation of the destination in their marketing material, is well documented within destination marketing literature (Alhemoud and Armstrong, 1996; Govers et al., 2007a; Tasci and Gartner, 2007). The internet, and websites in particular, have been identified as a vital communication channel for DMOs (Choi, Lehto and Oleary, 2007b). Consequently, the DMO website has been utilised as a secondary data source. Although DMOs are responsible for creating a unique destination image (Gretzel et al., 2006), effectively implementing marketing strategies can present many challenges (Augustyn and Knowles, 2000). One particular struggle is misalignment, where the promoted image is not conveyed by key tourism stakeholders at the destination (King et al., 2000). This challenge is exacerbated by the availability of non-promotional organic information, pertaining to a destination, which reduces DMO control over induced destination images (Stepchenkova and Zhan, 2013). Despite this, the DMO has a fundamental role in ensuring the promoted image is accurate so that visitor satisfaction can be achieved (Kotler et al., 1993; Bigné et al., 2001; Govers et al., 2007). Image themes, apparent in the DMO website content will be identified, ranked, and summarised in this section. Analysis, of promotional images, in order to establish their accuracy, will be provided in section 5.2.
In total, 103 themes and subthemes were identified with 1208 individual coding references made. Table 5.3 documents the 50 most frequently coded themes, which are ranked based on the number of coding references (see Appendix J for the full table). From Table 5.3, it can be seen that there is a prevalent promotional image of the Isles of Scilly as a destination for outdoor activities, where the product base depends on the natural environment. Of the major themes, ‘things to do’ accounts for 133 coding references, and the sub theme of ‘wildlife, flora and fauna’ as an activity, is proportionally high, ranked sixth with 37 coding references.
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Rank
Theme Subtheme
Number of references Number of items
1 Things to do 133 29
9= History Historical or archaeological sites 21 11
9= Things to do Walking 21 12
11 Landscape & seascape Beaches 20 8
12= Community 19 12
12= Food & drink 19 12
12= Tourism industry 19 14
15= Characteristics Natural beauty & environmental 18 12
15= Things to do Trips 18 7
17= History Maritime history & sites 17 12
17= Islands & place Named places 17 8
17= Landscape & seascape Wildlife, flora & fauna 17 10
17= Local art & culture 17 8
17= Things to do Explore & adventure 17 14
22= Characteristics Climate 16 7
22= Characteristics Quiet, relaxing, escape 16 11
22= Things to do Land based activities 16 9
32= Evaluation Positive evaluation 12 9
32= Islands & place Difference between the islands 12 6 32= Islands & place Named places - Tresco gardens 12 4
32= Islands & place Tresco 12 7
32= Landscape & seascape Rugged landscape 12 7
37 Islands & place St Agnes 11 3
38= Characteristics Unspoilt paradise 10 7
38= Islands & place Bryher 10 3
Table 5.3 Themes coded within DMO webpage material
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By ranking the key image themes it can be seen that, the DMO focuses on raising awareness of a diverse product offer where attributes unique to the destination, including ‘landscape and seascape’, ranked fourth, ‘history’, ranked fifth, and ‘community’, ranked 12th, are highlighted.
The major themes of ‘islands and place’, ranked second, and ‘characteristics’, ranked third, highlight the descriptive nature of content, where the islands are described to provide a clear image of the destination. The importance of the natural environment, is affirmed through the coding of ‘characteristics’ sub themes, where ‘natural beauty and environment’ is the highest ranked at 15th.
5.1.2 Images of the Isles of Scilly as perceived by travel bloggers
The pivotal role of image, in determining tourist satisfaction with a destination, has been documented within destination image literature (Kotler et al., 1993; Alhemoud and Armstrong, 1996; Bigné et al., 2001; Fairweather and Swaffield, 2002; Govers et al., 2007a; Govers et al., 2007b; Tasci and Gartner, 2007; Tasci et al., 2007). The necessity of aligning perceived and promoted images, in order to achieve satisfaction, is acknowledged (Kotler et al., 1993;
Alhemoud and Armstrong, 1996; Tasci and Gartner, 2007), as evaluations can be negative when tourists “encounter settings or experiences that differ markedly from their expectations”
(Fairweather and Swaffield, 2002, p. 293). The power of promotional images, in determining how a destination is perceived by tourists (Govers et al., 2007), particularly in terms of the destination attributes gazed upon (Urry, 2002; Stepchenkova and Zhan, 2013) is also
recognised. Despite this, travel blogs give tourists the ability to document their perception of a destination (Stepchenkova and Zhan, 2013). As such, it is anticipated that travel blogs can prove to be valuable in tourism research. The image themes coded within the 27 travel blogs are ranked in Table 5.4, and will be summarised in this section.
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Rank
Theme Subtheme
Number of references Number of items
1 Islands & place 214 27
10 Evaluation Positive evaluation 71 22
11 Islands & place St Mary’s 64 14
17 Landscape & seascape Wildlife, flora and fauna 40 14
18 Characteristics Climate 38 19
19 Characteristics Natural beauty & environment 36 14
20 Travel Skybus 33 6
28= Evaluation Feelings towards the islands 24 13
28= Things to do Trips 24 8
30= Characteristics Quiet, relaxing, escape 23 13
30= Islands & place Bryher 23 7
32= Characteristics Small scale 21 9
32= Travel Scillonian 21 9
34 Things to do Walking 19 12
35 Characteristics Distance from mainland UK 18 11
36= Food & drink Local produce 16 7
42= Tourism industry Repeat visitation 14 12
42= Tourism industry Unique holidays 14 8
46 Characteristics Atmosphere 13 7
47= Characteristics Climate - windy weather 11 8
47= Food & drink Cafes 11 8
47= Islands & place Difference between the islands 11 7
47= Islands & place St Agnes 11 5
Table 5.4 Themes coded within travel blog material
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In total, 102 themes and subthemes were coded within the travel blog data set, and 2577 individual coding references were made. Table 5.4, documents the 60 most frequently coded themes (see Appendix K for the full table), which were again ranked by the number of coding references. Thematic content analysis of travel blogs identifies a perception of the islands as a destination of natural attractions and recognises that environmental quality is of pivotal importance to those visiting the Isles of Scilly. The prevalence of the theme ‘islands and place’
is also recognised, accounting for 214 coding references. The frequency of this theme, within the material highlights the descriptive nature of travel blogs.
From Table 5.4 it can be identified that the natural environment is fundamental to visitors’
image of place. The major theme ‘landscape and seascape’, ranked second, with 200 coding references. Sub themes ‘beaches’, ‘blue sea’ and ‘wildlife flora and fauna’ all ranked highly, demonstrating the prevalence of landscape throughout the blog content. The theme
‘characteristics’ is also ranked highly. Identification of sub themes including ‘climate’ and
‘natural beauty and environment’ demonstrates that discussion of the islands’ characteristics also relates to the environment. Through the ranking of major themes, it can be identified that the infrastructure and services for tourism are also important where ‘things to do’ ranked third overall, ‘travel’ ranked seventh, and ‘food and drink’ ranked ninth. The attraction of the natural environment is further emphasised through the subtheme ‘wildlife flora and fauna’ as an activity, which ranked fifth overall and accounted for 126 of 190 references to things to do.
177 5.2 Comparing promoted and perceived images
Thematic content analysis allows direct comparison of the two data sets through the ranking of image themes (Table 5.3 and 5.4). Comparison is drawn between the common themes identified in each data set to assess instances of similarity and disparity. First, similarity is identified in relation to the importance of ‘islands and place’ as an image theme within the two data sets. This theme was coded when islands or specific places on the islands, were discussed.
It is perhaps unsurprising, given the descriptive nature of travel blogs, that ‘islands and place’
was the most prevalent theme identified among this material. This theme accounted for 214 coding references and was identified among all 27 blogs analysed. The theme of ‘islands and place’ was also well represented in the DMO material, ranked second overall and accounting for 84 coding references. Similar sub themes are identified within the DMO and travel blog material relating to place (Table 5.5). The prevalence of references to ‘islands and place’ within the travel blog material, and the high number of references to ‘named places’, supports the notion that the appeal of islands, as tourism destination, can be attributed to the ability to get to know the place (Butler, 1993) where the visitor showcases their knowledge of and
familiarity with the destination.
Travel Blog Content DMO Material
Rank
13 Tresco 32 = Difference between the Islands
24 = Tresco Abbey Gardens 32 = Tresco Abbey Gardens
27 Harbour 32 = Tresco
30 = Bryher 37 St Agnes
39 = Hugh town 38 = Bryher
47 = Difference between the Islands 38 = Uninhabited Islands
47 = St Agnes 41 = St Martins
53 = St Martins 69 = Harbour
80 = Uninhabited islands 82 = Hugh town
82 = Vineyards Table 5.5 Ranking of ‘island and place’ themes and subthemes
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From Table 5.5, it can be identified that St Mary’s and Tresco are the most frequently cited islands within both data sets, and the importance of Tresco Abbey Gardens as an attraction is also recognised. Differences are seen in relation to the relative importance of the difference between the islands. Island studies literature highlights that the sense of difference is fundamental to the appeal of islands (Butler, 1993a; Baum, 1997a; Baldacchino, 2006) yet, interestingly, the DMO material puts more emphasis on the difference between the islands, identifying how “each island has its distinct characteristics” (DMO 23). The difference between the islands is noted in only 7 of the 27 travel blogs however the ability to feel difference between the islands is recognised suggesting some alignment in image: “The following day I’m off to Tresco, which is only a short boat ride away from St. Mary’s, but has a very different feel” (Blog 8).
Disparity is evident, however, in the discussion and representation of the harbour. This theme ranked significantly higher among travel blog material and photographs depicting the harbour were particularly common (Images 5.1-5.3). The prevalence of this theme signifies the importance of the harbour as the travel hub, integral to the visitors’ experience of the destination. The inclusion of images and references to the harbour demonstrate place dependency and functional attachment (Williams et al., 1992; Williams and Vaske, 2003;
Brocato, 2006) where the harbour is able to meet the needs of the visitors and, as such, is reflected on in a positive light.
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Image 5.1 Image of the harbour from The Strand (Blog 3)
Image 5.2: Image of the harbour from the Quay (Blog 10)
Image 5.3: Image of the harbour from Mincarlo (Blog 26)
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Landscape and seascape was also identified as an important image theme. ‘Landscape and seascape’ was the second highest ranked theme within the travel blog material, accounting for 200 coding references. Comparisons were drawn between the landscape of the Isles of Scilly and other locations within the UK: “there can be few places in the British Isles that enjoy such a spectacular and picturesque setting” (Blog 6). Alignment in image was identifiable when compared to the DMO material which also compared the islands’ landscape to the rest of England in both text and image (Image 5.4):
“The unspoilt landscape of Scilly, which looks and feels so different from the rest of England, is its greatest asset, and the wildlife and habitats that flourish here make it a truly fascinating place to visit” (DMO 14).
Image 5.4: Promotional images highlighting the difference of the Isles of Scilly (DMO 16)
Such findings identify that the inherent sense of difference, felt by small islands (Butler, 1993a;
Baum, 1997a; Baldacchino, 2006), is used by the DMO to promote the Isles of Scilly.
Within the travel blogs, the theme of landscape dominated discussion and a number of
landscape subthemes were highly ranked. Analysis identified ‘landscape and seascape’ was the fourth most frequently utilised theme, in the promotion of the Isles of Scilly. A comparison of sub themes is provided in Table 5.6.