The Symbolic Role of Postcards in Representing a Destination Image: The Case of Alanya, Turkey

Keywords

destination image, postcards, authenticity, fantasy, Turkey

Abstract

The study adopted a qualitative approach to investigate the role of postcards in representing a destination image as evidence for their travel. A total of 15 postcard racks in Alanya, Turkey were sampled in a variety of sales outlets, using an observation and content photography techniques. The postcards were sorted into four groups according to their levels of authenticity and contextual representation of the tourist's experience at the destination. The analysis yielded a conceptual framework of four types of postcards: realistic, refurbished reality, misleading, and fantasy. The study concluded that only a small proportion of the postcards represented authentic and true images of Alanya, while the majority of the postcards provided ambiguous, unclear, and confusing images of the destination. Recommendations for developing more realistic images to be featured on postcards are discussed.

Publication Date

4-29-2011

Original Citation

Milman, A.The Symbolic Role of Postcards in Representing a Destination Image: The Case of Alanya, Turkey (2011). International Journal of Hospitality and Tourism Administration. 12(2): 144-173.

Number of Pages

144-173

Document Type

Paper

Language

English

Source Title

International Journal of Hospitality and Tourism Administration

Volume

12

Issue

2

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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