Different Tourists—Different Perceptions of Different Places: Accounting for Tourists' Perceptual Heterogeneity in Destination Image Measurement
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
Publication date: 01 December 2007
- Established in 1996, Tourism Analysis is an interdisciplinary journal that provides a platform for exchanging ideas and research in tourism and related fields. The journal aims to publish articles that explore a broad range of research subjects, including, but not limited to, the social, economic, cultural, environmental, and psychological aspects of tourism, consumer behavior in tourism, sustainable and responsible tourism, and effective operations, marketing, and management.
Tourism Analysis focuses on both theoretical and applied research and strives to promote innovative approaches to understanding the complex and dynamic nature of tourism, its stakeholders, businesses, and its effects on society. The journal welcomes articles on innovative research topics and methodologies beyond the traditional theory-testing sciences, such as robotics, computational sciences, and data analytics.
Our primary goal is to contribute to the development and advancement of new knowledge in tourism while fostering critical reflections and debates on the radical changes and evolution in tourism among scholars, practitioners, policymakers, and other stakeholders.
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