Start Date

6-1-2011 1:00 PM

End Date

6-1-2011 2:15 PM

Track

1. Track 1 – Formal Paper Presentation

Subject Area

Travel and Tourism

Faculty Member

Ady Milman milman@mail.ucf.edu

Abstract

Postcards feature multiple interpretations of a single destination including sequential snapshots of change in the destination over time. Given the sustainable role of postcards in promoting destinations, there is a lack of research on postcards within the context of destination image representation. The purpose of this exploratory study is to test an existing conceptual model (Milman, 2010) that analyzed the perception and interpretation of reality as featured in the postcards offered for sale at a major tourist destination. This study applied the model to understand the various postcard image approaches representing Orlando as a tourist destination. In addition, this study investigated some of the constituencies involved in the decision making process associated with the choice of postcards being offered for sale. The authors found that the majority of the postcards offered for sale did not feature a realistic representation of Orlando but a misleading environment or fantasy.

Keywords

postcard, destination image, model, Orlando

Download

Share

COinS
 
Jan 6th, 1:00 PM Jan 6th, 2:15 PM

The Image of Orlando as a Tourist Destination: A Reflection through Postcards

Postcards feature multiple interpretations of a single destination including sequential snapshots of change in the destination over time. Given the sustainable role of postcards in promoting destinations, there is a lack of research on postcards within the context of destination image representation. The purpose of this exploratory study is to test an existing conceptual model (Milman, 2010) that analyzed the perception and interpretation of reality as featured in the postcards offered for sale at a major tourist destination. This study applied the model to understand the various postcard image approaches representing Orlando as a tourist destination. In addition, this study investigated some of the constituencies involved in the decision making process associated with the choice of postcards being offered for sale. The authors found that the majority of the postcards offered for sale did not feature a realistic representation of Orlando but a misleading environment or fantasy.