search query: @author Govers, R. / total: 2
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| Author: | Govers, R. Go, F. M. Kumar, K. |
| Title: | Virtual destination image: A new measurement approach |
| Journal: | Annals of Tourism Research
2007 : OCT, VOL. 34:4, p. 977-997 |
| Index terms: | qualitative research image tourism |
| Language: | eng |
| Abstract: | The paper examines destination image from a phenomenographic post-positive perspective and exploiting internet and computerized content analysis technologies. The survey data was collected online by asking the respondents to describe their image of a one of the seven case study destinations that they had not visited before. Artificial neural network software was then applied to analyze the qualitative data providing a three-dimensional picture of the similarities and differences among the images of destinations. The study suggests that an interactive narrative approach can be utilized successfully as an alternative measurement technique in image research. |
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