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Different Tourists—Different Perceptions of Different Places: Accounting for Tourists' Perceptual Heterogeneity in Destination Image Measurement

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Abstract:

We suggest that differences between tourists be evaluated as part of any destination image study. In doing so, one can avoid the potential pitfall of deriving one single destination image by averaging over individuals with possibly very different perceptions. A typology of destination image measurement approaches is presented that provides a framework for the evaluation of past destination image studies and shows directions for future developments of destination image measurement. The perceptions-based market segmentation (PBMS) framework and indices derived from this approach are proposed as one possible way to explore differences in destination images between tourist groups. An empirical data set is used to illustrate the proposed approach. The data consist of perception statements of 575 respondents who evaluated six Australian tourism destinations along four dimensions.

Keywords: DESTINATION IMAGE MANAGEMENT; IMAGE PERCEPTION; PERCEPTIONS-BASED MARKET SEGMENTATION

Document Type: Research Article

DOI: http://dx.doi.org/10.3727/108354207783227984

Publication date: December 1, 2007

More about this publication?
  • The aim of Tourism Analysis is to promote a forum for practitioners and academicians in the fields of Leisure, Recreation, Tourism, and Hospitality (LRTH). As a interdisciplinary journal, it is an appropriate outlet for articles, research notes, and computer software packages designed to be of interest, concern, and of applied value to its audience of professionals, scholars, and students of LRTH programs the world over.
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