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Home / Tourism Analysis, Volume 23, Number 4

Using Drawings to Explore Images of Vienna

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This article illustrates how drawing has been employed as a stand-alone method to research destination image. Despite arguments for unstructured approaches to learn about how people conceive places, few tourism researchers have explored the potential of the drawing technique. We sought to address this methodological gap by collecting visual data that would capture a more holistic image of a destination. Thus, 88 drawings of Vienna, the Austrian capital, were collected among a student population of past visitors and nonvisitors. Content analysis and compositional interpretation were used to identify relevant attributes about Vienna, and to flesh out the destination's affective dimension. We used a biplot to visually represent the research findings from the two groups. Although exploratory, this study reveals the potential of drawings as a tool to research destination images held by both past visitor and nonvisitor groups.

Keywords: COMPOSITIONAL INTERPRETATION; CONTENT ANALYSIS; DESTINATION IMAGE; DRAWING; VIENNA

Document Type: Research Article

Publication date: December 20, 2018

More about this publication?
  • 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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