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Structuring Destination Image: A Qualitative Approach

Structuring Destination Image: A Qualitative Approach This article analyzes data derived from conversations with varying groups of residents and visitors in New Zealand with reference to Auckland as a visitor destination. What emerges is a complex, hierarchical pattern of imagery of place, and it is suggested that underlying dimensions are two continua, friendly versus tense/frustrating/threatening and exciting versus relaxing. It is suggested that cognition is a factor influencing image complexity and affective response; hence, images may be both specific to place and characteristics of respondents. This article discusses a number of issues, including the role of visitor familiarity with a site, the modes of analysis used in such studies as these, and the nature of the image construct. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Travel Research SAGE

Structuring Destination Image: A Qualitative Approach

Journal of Travel Research , Volume 44 (2): 8 – Nov 1, 2005

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References (45)

Publisher
SAGE
Copyright
Copyright © by SAGE Publications
ISSN
0047-2875
eISSN
1552-6763
DOI
10.1177/0047287505278991
Publisher site
See Article on Publisher Site

Abstract

This article analyzes data derived from conversations with varying groups of residents and visitors in New Zealand with reference to Auckland as a visitor destination. What emerges is a complex, hierarchical pattern of imagery of place, and it is suggested that underlying dimensions are two continua, friendly versus tense/frustrating/threatening and exciting versus relaxing. It is suggested that cognition is a factor influencing image complexity and affective response; hence, images may be both specific to place and characteristics of respondents. This article discusses a number of issues, including the role of visitor familiarity with a site, the modes of analysis used in such studies as these, and the nature of the image construct.

Journal

Journal of Travel ResearchSAGE

Published: Nov 1, 2005

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