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Structuring Destination Image: A Qualitative Approach

Management School at the University of Waikato in Hamilton, New Zealand

Jenny Cave

Department of Tourism Management at University of Waikato in Hamilton, New Zealand

This article analyzes data derived from conversations with varying groups of residents and visitors in New Zealand with reference to Auckland as a visitor destination. What emerges is a complex, hierarchical pattern of imagery of place, and it is suggested that underlying dimensions are two continua, friendly versus tense/frustrating/threatening and exciting versus relaxing. It is suggested that cognition is a factor influencing image complexity and affective response; hence, images may be both specific to place and characteristics of respondents. This article discusses a number of issues, including the role of visitor familiarity with a site, the modes of analysis used in such studies as these, and the nature of the image construct.

Key Words: destination image • place perception • Auckland

Journal of Travel Research, Vol. 44, No. 2, 143-150 (2005)
DOI: 10.1177/0047287505278991


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