The need for the identification of the constituents of a destination's tourist image: A promotional segmentation perspective

Abstract

This study was designed to examine the dimensions of tourist image as it may affect the promotion strategy for a given tourist destination. Identification of the different constituents of a destination's tourist image may provide important information that can be used in developing focused promotional strategies in well segmented markets to promote a tourist destination. Constituents of a destination's tourist image for the state of Utah were identified using factor analysis based upon a priori assumptions about the nature of constituents of a state's tourist image. Four major constituents of a destination's/state's tourist image emerged. Each dimension represents a potential source of focus for regionally promoting a given destination to various target segments.

Citation

Ahmed, Z.U. (1996), "The need for the identification of the constituents of a destination's tourist image: A promotional segmentation perspective", The Tourist Review, Vol. 51 No. 2, pp. 44-57. https://doi.org/10.1108/eb058223