A vacationer-driven approach to understand destination image: A Leximancer study. (April 2015)

• Record Type: Journal Article
• Authors: Tkaczynski, Aaron; Rundle-Thiele, Sharyn R; Cretchley, Julia
• Is Part Of: Journal of vacation marketing. Volume 21:Number 2(2015:Apr.)
• Page Start: 151
• Page End: 162
• Publication Date: 2015-04
• Subjects: Destination image -- Fraser Coast -- Leximancer -- salient attributes -- vacationer views; Hospitality industry -- Marketing -- Periodicals; Travel -- Marketing -- Periodicals; Tourism -- Marketing -- Periodicals; 338.4791
• DOI: 10.1177/1356766714567796
• Languages: English
• ISSNs: 1356-7667

Abstract

Destination image studies have largely centred upon conceptualizing destination image through a variety of methods that are predominantly researcher driven. Whilst this has furthered our understanding of how vacationers perceive a destination(s) on key reference criteria, the researcher-driven process may artificially increase the salience of some attributes. The purpose of this study was to showcase how a vacationer-driven approach employing Leximancer may be used to understand destination image by enabling vacationers to drive the attributes and sentiments of importance. Based on a sample of 517 vacationers to the Fraser Coast, respondents were able to identify nine themes. Theoretical, methodological and practical implications are presented and recommendations and future research opportunities are outlined.