Destination image and key drivers of perceived destination attractiveness

In this exploratory study authors combine several approaches to explore the images of two highly attractive tourist destinations: Hawai'i and Croatia. Two convenience samples were used: the image of Hawai'i was measured among Croatian undergraduate business students, and the image of Croat...

Full description

Saved in:
Bibliographic Details
Published in:Tržište 2008-12, Vol.20 (2), p.163-178
Main Authors: Prebežac, Darko, Mikulić, Josip
Format: Article
Language:English
Subjects:
destination image
Economy
importance grid
importance-perception analysis
perceived destination attractiveness
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:In this exploratory study authors combine several approaches to explore the images of two highly attractive tourist destinations: Hawai'i and Croatia. Two convenience samples were used: the image of Hawai'i was measured among Croatian undergraduate business students, and the image of Croatia was measured among Hawaiian tourism students. Functional and psychological image components were assessed at both a holistic and the attribute level. In addition, an importance-perception analysis was performed to assess the degree to which the destination image at the attribute level coincides with the students’ perception of an optimal destination. Finally, the authors conduct an importance grid analysis to explore the key drivers of the overall perceived destination attractiveness. The results provide a detailed insight into the images of Croatia and Hawaii, and reveal several interesting differences between the two student samples.
ISSN:0353-4790
1849-1383