Exploring the image of the Black Country as a tourist destination

Image has emerged as a crucial marketing tool in the tourism industry as destination marketers are increasingly confronted by product substitutability and competition within the global marketplace. The creation of a distinctive and unique destination image in the tourism industry plays a vital role in positioning the destination in the consumer's mind and holds the key to differentiation. Consequently, images have a key influence on the destination choices of potential consumers, who must base their purchase decisions upon mental images of the destination product, rather than being able to physically sample alternatives. The Black Country (BC), as a UK tourist destination, is looking to tourism as a growth sector, which could help it to recover from its industrial decline through the diversification and modernisation of its economy. Accordingly, a knowledge of its image as a tourist destination in the minds of consumers is crucial to its sustainable development and success. Therefore, the main aim of this paper is to explore consumers’ perceptions of its image as a tourist destination. A consumer survey, including qualitative and quantitative questions, was used to collect data for this research. The findings indicate that the region's industrial landscape together with its friendly and humorous people and the landmark attraction of the BC Living Museum are the core images in the minds of consumers. Some marketing implications and suggestions for future research are recommended.