Virtual Destination Image: A New Measurement Approach

Annals of Tourism Research, 2007

40 Pages Posted: 30 Aug 2016

See all articles by Robert Govers

Robert Govers

KU Leuven

Frank M. Go

Erasmus University Rotterdam (EUR)

Kuldeep Kumar

Florida International University (FIU) - Department of Decision Sciences & Information Systems

Date Written: May 23, 2007

Abstract

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

Suggested Citation

Govers, Robert and Go, Frank M. and Kumar, Kuldeep, Virtual Destination Image: A New Measurement Approach (May 23, 2007). Annals of Tourism Research, 2007, Available at SSRN: https://ssrn.com/abstract=2829364

Robert Govers (Contact Author)

KU Leuven ( email )

Oude Markt 13
Leuven, Vlaams-Brabant 3000
Belgium

Frank M. Go

Erasmus University Rotterdam (EUR) ( email )

Burgemeester Oudlaan 50
3000 DR Rotterdam, Zuid-Holland 3062PA
Netherlands

Kuldeep Kumar

Florida International University (FIU) - Department of Decision Sciences & Information Systems ( email )

University Park
BA 250
Miami, FL 33199
United States

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