Virtual Destination Image: A New Measurement Approach
Annals of Tourism Research, 2007
40 Pages Posted: 30 Aug 2016
Date Written: May 23, 2007
This study utilized enabling internet and computerized content analysis technologies to measure destination image from a phenomenographic post-positivist perspective. In an online survey, respondents were asked to describe their image of one of seven case study destinations that they had never visited before, in a narrative format. The large amount of qualitative data was content analyzed using artificial neural network software. The results produce a vivid three-dimensional picture of the differences and commonalities among the images of selected destinations. It is concluded that an interactive narrative approach presents an alternative measurement technique that can contribute significantly to future image research.
Keywords: destination image, computerized content analysis, qualitative online surveys
JEL Classification: Z3
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