Living in a technologically interconnected-world it is hard to resist documenting experiences with the intention of sharing these images through social media. However, for countries pushing to create a distinct national image the internet poses a unique challenge. If the photographs published by the government and tourism companies do not reflect the social media content posted by visitors, the desired national image is harder to attain. In a 2018 study on this phenomenon, researchers Kamoliddin Fayzullaev, Susanna Heldt Cassel and Daniel Brandt determined that, in the case of Uzbekistan, both marketed and organic images indicate a strong connection to cultural heritage and a focus on historical architecture. While this study focused on tourism, the experiences and images posted by other groups (like students) may contest these findings. Reflecting on the trip to Uzbekistan, the photos taken and experiences enjoyed highlight the differences between the broad research and its application to individual cases.
Despite it being the basis of the 2018 study, the concept of destination image does not have a straightforward definition. In general, authors Fayzullaev, Cassel, and Brandt offer a series of processes which result in a destination image as a substitution for a definition. This begins with the pre-travel mental construction of a destination, formed through research and previous knowledge about a location. Mental construction is then followed by the decision to travel to that area, encompassing the planning, booking, and further research involved in arranging a trip. Prior to arriving in Uzbekistan I had done very little research about the country, relying on my knowledge of its proximity to other countries, historical significance, and what I had heard from those involved in our abroad program. The study concludes that everyone who travels has a preconceived notion of the destination, and due to the popularity of social media, this notion is often influenced by images seen online. This online destination image has a clearer definition: “the online representation of the collective beliefs, knowledge, ideas, feelings and overall impressions of a destination (Fayzullaev, Cassel, and Brandt 2021).” My pre-travel image differs from that norm in that I avoided widely available images of Uzbekistan in order to limit my expectations of the trip. Without an established image, the way I discuss and form a final image of Uzbekistan is not as heavily influenced by what I anticipated, as is explained in the study. Instead I relied more on the later steps in the process to determine my destination image.
The study outlines the next two steps as: the journey to the destination and the interactions throughout the trip within the bounds of the destination. Fayzullaev, Cassel, and Brandt argue that the choices made during the travel period are impacted by the amount of content processed in the first two steps. Decisions about where to go, and what to expect will then reflect in the images captured in the course of travel. In our case, we had little control over where we traveled and what sights were prioritized in each city. We traveled to Tashkent, Nukus, Khiva, Bukhara, and Samarkand, all of which top every tour agency list in terms of “must see” locations. Since our trip was not affected by our individual pre-travel destination images, the conclusions of the study have fewer applications to our experience. However, the statistical results of Fayzullaev, Cassel, and Brandt’s study are similar to the composition of my camera roll. The photos analyzed by the researchers were divided into three categories: heritage and sightseeing, nature and people, entertainment and recreation. I included a photo from my own collection to illustrate each of these categories.
The data from the study showed the largest category represented in both media and state images was heritage and sightseeing, making up between 71% (media)- 95% (state) of the photos. While nature and people were only 4% of the state photos, it was 30% of those collected from social media, and 50% of my own images (Fayzullaev, Cassel, and Brandt 2021). However my photos which are classified as nature and people do not follow the same patterns and subsequent analysis as the study. The majority of my photos captured friendly faces and animals, only a few focused on the landscape. The results of the study were shown to emphasize the geographic features like lakes and mountains, of which our tour had very little interaction with. Since we otherwise had a fairly “tourist-like” experience the results may point towards individual preferences, for instance: those who enjoy hiking may choose to spend a day in the mountains whereas someone who prefers cultural immersion may opt for a trip to a market. While the research may reflect a destination image depicting both cultural and outdoorsy opportunities, it fails to factor in how preferences shape one’s research, planning, and experience disconnected from the greater idea of destination images.
A post-travel image is formed in the last two steps, the travel back to the origin where one readjusts to their home image and the period of processing, this is often times when people post their photos to a social media site. The study concludes that at this time the individual’s destination image is finalized and if they choose to publicize their experience, the post reflects this image. I published a few photos on instagram in the week after we returned from Uzbekistan. In this post four photos fall into the nature and people category, the other three reflect the ideas of heritage and sightseeing. Since I had an unclear pre-travel image, I do not see my post as one that was influenced by preconceived notions, nor do I believe it strays far from the ultimate conclusions of the study. The photos posted on social media, and those from formal organizations depict a country dedicated to cultural heritage with opportunities for entertainment and outdoor activities. These photos provide a fairly accurate foundation for one to form their own destination image; and of course, some are just pictures of camels!
Works Cited:
Fayzullaev, Kamoliddin, Susanna Heldt Cassel, and Daniel Brandt. 2021. “Destination Image in Uzbekistan – Heritage of the Silk Road and Nature Experience as the Core of an Evolving Post Soviet Identity.” The Service Industries Journal 41 (7–8): 446–61. https://doi.org/10.1080/02642069.2018.1519551.
