A vacationer-driven approach to understand destination image A Leximancer study
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Destination image studies have largely centred upon conceptualizing destination image through a variety of methods that are predominantly researcher driven. Whilst this has furthered our understanding of how vacationers perceive a destination(s) on key reference criteria, the researcher-driven process may artificially increase the salience of some attributes. The purpose of this study was to showcase how a vacationer-driven approach employing Leximancer may be used to understand destination image by enabling vacationers to drive the attributes and sentiments of importance. Based on a sample of 517 vacationers to the Fraser Coast, respondents were able to identify nine themes. Theoretical, methodological and practical implications are presented and recommendations and future research opportunities are outlined.
Journal of Vacation Marketing
Marketing not elsewhere classified