Third International Conference on Tourism & Leisure Studies

Abstract

The study explored Costa Rica’s pre- and post-trip image using Echtner and Ritchie’s (1991, 1993) destination holistic and unique image framework. Participants included fourteen students enrolled in a faculty-led international service-learning class that traveled to Costa Rica in spring 2016. Semi-structured interviews were conducted via Skype prior and after the trip. Two independent researchers conducted verbatim transcription of interviews, coded data, and identified emergent themes. Participants’ perception of Costa Rica as an ecotourism destination and the opportunity to learn and to get involved with local communities were the main travel motivators. Media portrayed Costa Rica’s “Pura Vida” was reflected in students’ pre-trip interview responses. Participants expected to experience rich and unique biodiversity and happy people enjoying their life. Costa Rica’s image of a prime ecotourism destination was confirmed in the post-trip interviews. Similarly to the pre-trip interviews, participants reported experiencing the pristine natural beauty and kind and hospitable people. In addition, they recalled a strong sense of community, cultural heritage, and environmental stewardship among minority cultures (i.e., Afro-Caribbean, indigenous Indians), and feeling safe while traveling. Costa Rica’s image held by American college students suggests there is an increased awareness and demand for environmentally and socially responsible travel in this market.