Evaluation of destination image across travel contexts

Samantha Murdy, Steven Pike, Ian Lings

Research output: Contribution to conferenceAbstract

Abstract

The field of destination image has been widely discussed in the destination literature since the early 1970s. However the extent to which travel context impacts on an individual‟s destination image evaluation, and therefore destination choice, has received scant attention. This study, utilising expectancy-value theory, sought to elicit salient destination attributes from consumers across two travel contexts: short-break holidays and longer getaways. Using the Repertory Test technique, attributes elicited as being salient for short-break holidays were relatively consistent with those elicited for longer getaways. While this study was limited to Brisbane‟s near-home destinations, the results will be of interest to destination marketers and researchers interested in the challenge of positioning a destination in diverse markets.

Conference

ConferenceAustralia and New Zealand Marketing Academy Conference (ANZMAC) Annual Conference
CityMelbourne, Australia
Period30/12/09 → …

Fingerprint

Destination image
Evaluation
Destination
Holidays
Expectancy
Destination choice
Positioning
Marketers
Value theory

Keywords

  • travel
  • destination image

Cite this

Murdy, S., Pike, S., & Lings, I. (2011). Evaluation of destination image across travel contexts. Abstract from Australia and New Zealand Marketing Academy Conference (ANZMAC) Annual Conference, Melbourne, Australia, .
Murdy, Samantha ; Pike, Steven ; Lings, Ian. / Evaluation of destination image across travel contexts. Abstract from Australia and New Zealand Marketing Academy Conference (ANZMAC) Annual Conference, Melbourne, Australia, .
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title = "Evaluation of destination image across travel contexts",
abstract = "The field of destination image has been widely discussed in the destination literature since the early 1970s. However the extent to which travel context impacts on an individual‟s destination image evaluation, and therefore destination choice, has received scant attention. This study, utilising expectancy-value theory, sought to elicit salient destination attributes from consumers across two travel contexts: short-break holidays and longer getaways. Using the Repertory Test technique, attributes elicited as being salient for short-break holidays were relatively consistent with those elicited for longer getaways. While this study was limited to Brisbane‟s near-home destinations, the results will be of interest to destination marketers and researchers interested in the challenge of positioning a destination in diverse markets.",
keywords = "travel, destination image",
author = "Samantha Murdy and Steven Pike and Ian Lings",
year = "2011",
language = "English",
note = "Australia and New Zealand Marketing Academy Conference (ANZMAC) Annual Conference ; Conference date: 30-12-2009",

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Murdy, S, Pike, S & Lings, I 2011, 'Evaluation of destination image across travel contexts' Australia and New Zealand Marketing Academy Conference (ANZMAC) Annual Conference, Melbourne, Australia, 30/12/09, .

Evaluation of destination image across travel contexts. / Murdy, Samantha; Pike, Steven; Lings, Ian.

2011. Abstract from Australia and New Zealand Marketing Academy Conference (ANZMAC) Annual Conference, Melbourne, Australia, .

Research output: Contribution to conferenceAbstract

TY - CONF

T1 - Evaluation of destination image across travel contexts

AU - Murdy, Samantha

AU - Pike, Steven

AU - Lings, Ian

PY - 2011

Y1 - 2011

N2 - The field of destination image has been widely discussed in the destination literature since the early 1970s. However the extent to which travel context impacts on an individual‟s destination image evaluation, and therefore destination choice, has received scant attention. This study, utilising expectancy-value theory, sought to elicit salient destination attributes from consumers across two travel contexts: short-break holidays and longer getaways. Using the Repertory Test technique, attributes elicited as being salient for short-break holidays were relatively consistent with those elicited for longer getaways. While this study was limited to Brisbane‟s near-home destinations, the results will be of interest to destination marketers and researchers interested in the challenge of positioning a destination in diverse markets.

AB - The field of destination image has been widely discussed in the destination literature since the early 1970s. However the extent to which travel context impacts on an individual‟s destination image evaluation, and therefore destination choice, has received scant attention. This study, utilising expectancy-value theory, sought to elicit salient destination attributes from consumers across two travel contexts: short-break holidays and longer getaways. Using the Repertory Test technique, attributes elicited as being salient for short-break holidays were relatively consistent with those elicited for longer getaways. While this study was limited to Brisbane‟s near-home destinations, the results will be of interest to destination marketers and researchers interested in the challenge of positioning a destination in diverse markets.

KW - travel

KW - destination image

UR - http://anzmac.org/conference/2011/Abstracts/Tracks%201%20-%2023%20Abstracts.pdf

M3 - Abstract

ER -

Murdy S, Pike S, Lings I. Evaluation of destination image across travel contexts. 2011. Abstract from Australia and New Zealand Marketing Academy Conference (ANZMAC) Annual Conference, Melbourne, Australia, .