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An Exploration of Cross-Cultural Destination Image Assessment

Parks Canada and the University of Manitoba’s Health, Leisure & Human Performance Research Institute in Winnipeg

Daniel R. Fesenmaier

Daniel R. Fesenmaier is a professor of tourism in the Department of Leisure Studies at the University of Illinois in Champaign

The propensity of destinations to use the same visuals to lure tourists to their destinations, and the variety of cultures represented by target market countries, heightens the issue of meaning plurality in destination image perception. This article proffers multidimensional scaling analyses as a technique for examining cross-cultural image perception and provides an example to illustrate how the number and interpretation of image dimensions may differ between two cultures.

Journal of Travel Research, Vol. 38, No. 4, 417-423 (2000)
DOI: 10.1177/004728750003800411


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