Importance of destination marketing on image and familiarity

Abstract

Purpose

The purpose of this paper is to investigate the image and familiarity of Alabama as a tourism destination. More specifically, this study examined the difference in perceptions between visitors and non-visitors using quantitative and qualitative data to identify strengths and weaknesses of the image of Alabama.

Design/methodology/approach

This was a quantitative study with some qualitative aspects to it. This study examined both prior visitors and non-visitors of the state to compare their familiarity, image, and visit intentions. Data were collected online and analyzed using t-tests and importance-performance analysis.

Findings

The qualitative results revealed the predominant difference between people who have visited Alabama (visitors) and those who had never visited (non-visitors) was their image or lack of image of Alabama. Non-visitors had no image or characteristic that came to mind when asked about their image of Alabama, while people who had visited noted beaches the most positive image.

Originality/value

To date, the image of Alabama as a tourism destination has never been explored in academic research. This study has strong implications for destination marketing organizations of the state of Alabama.

Citation

Hahm, J.(J). and Severt, K. (2018), "Importance of destination marketing on image and familiarity", Journal of Hospitality and Tourism Insights, Vol. 1 No. 1, pp. 37-53. https://doi.org/10.1108/JHTI-10-2017-0002