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Free Elicitation Of Descriptive Adjectives For Tourism Image Assessment

Free Elicitation Of Descriptive Adjectives For Tourism Image Assessment An accurate assessment of product image is a prerequisite to designing an effective marketing strategy. Studies of products, brands, retail stores, and tourism destinations have typically used either multidimensional scaling or semantic differential scales to assess images. The current study suggests thatfree elicitation of descriptive adjectives can serve a similar function with advantages in ease of data collection, straightforward analysis, and ability to specify intersegment differences. The use of the procedure is demonstrated with data from two tourism studies, one on the state of Montana and onefrom an on-slope interview at a ski area. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Travel Research SAGE

Free Elicitation Of Descriptive Adjectives For Tourism Image Assessment

Journal of Travel Research , Volume 28 (4): 6 – Apr 1, 1990

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References (40)

Publisher
SAGE
Copyright
Copyright © by SAGE Publications
ISSN
0047-2875
eISSN
1552-6763
DOI
10.1177/004728759002800405
Publisher site
See Article on Publisher Site

Abstract

An accurate assessment of product image is a prerequisite to designing an effective marketing strategy. Studies of products, brands, retail stores, and tourism destinations have typically used either multidimensional scaling or semantic differential scales to assess images. The current study suggests thatfree elicitation of descriptive adjectives can serve a similar function with advantages in ease of data collection, straightforward analysis, and ability to specify intersegment differences. The use of the procedure is demonstrated with data from two tourism studies, one on the state of Montana and onefrom an on-slope interview at a ski area.

Journal

Journal of Travel ResearchSAGE

Published: Apr 1, 1990

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