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| Author: | Kim, S.S. McKercher, B. Lee, H. |
| Title: | Tracking tourism destination image perception |
| Journal: | Annals of Tourism Research
2009 : OCT, VOL. 36:4, p. 715-718 |
| Index terms: | Asia Australia tourism image perception |
| Language: | eng |
| Abstract: | In tourism, one of the most prolific research topics is about identifying images for a particular tourist destination (here as: t-dest.). This study is an initial empirical effort to keep track of image perceptions of tourists from departure toward a t-dest. to return to an origin based on a sample. Moreover, compared are cognitive image concepts and affective image concepts in tracking image change. The research hypothesis: There is a difference in perception of Australia before, during, and after visits. Items showing images of Australia as a t-dest. were developed from previous studies on image change and t-dests. This study's data sample was gathered from Korean tourists traveling to Australia on package tours. The data collection was undertaken by seven Korean tour conductors leading tour groups to Australia from Feb. to Apr., 2005. Questionnaires were distributed to 450 tourists during three intervals. A total of over 300 useful questionnaires were used for statistical analyses after excluding respondents skipping one or more survey rounds. The results are presented in detail. Since there are few previous studies tracking image change over time using the same sample, results of this study are useful in understanding tourists' perceptional flow according to their itinerary. |
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