APJIS Asia Pacific Journal of Information Systems

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The Journal for Information Professionals

Asia Pacific Journal of Information Systems (APJIS) is published by the Korea Society
of Management Information Systems (KMIS), which is the largest professional institute
in the field of information systems in Korea.

ISSN 2288-5404 (Print) / ISSN 2288-6818 (Online)

Editor : Hee-Woong Kim

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Date March 2015
Vol. No. Vol. 25 No. 1
DOI http://dx.doi.org/10.14329/apjis.2015.25.1.163
Page 163~178
Title Constructivism in Smart Tourism Research: Seoul Destination Image
Author Jiyoung Hwang, Hyo-Yeun Park, William Cannon Hunter
Keyword Constructivism, Destination Image, Q Method, Seoul, Smart Tourism, Visual Methods
Abstract This paper specifically delineated the methodological application of constructivism in smart tourism studies. It explained what constructivism is and how this methodology could be applied in the study of smart tourism. In this study, residents of Seoul participated in constructivist research using the Q method to identify their subjectivities toward Seoul based on photographs most commonly found in tourism promotional material. Residents are concerned with good governance and cultural integrity, and they are aware of their role as stakeholders in tourism in their communities. However their potential contribution to destination image formation has been usually overlooked by researchers and marketers. Three clusters of subjectivities were revealed after 42 photographs of Seoul were sorted by 37 respondents. The results show how respondents perceived Seoul’s destination image. The three clusters agreed that symbolic monuments were the key representations of Seoul. The paper recommends that tourism marketers and policy makers should focus on understanding and coordinating with residents’ perceived image of Seoul as a destina-tion when planning and decision making, especially in promoting Seoul as a destination market. This study, in conjunction with other constructivist research offers insight into how destination image is, especially with the rise of smart tourism, a complex social construction.

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