Evaluation of destination image across travel contexts

Murdy, Samantha and Pike, Steven and Lings, Ian (2011) Evaluation of destination image across travel contexts. In: Australia and New Zealand Marketing Academy Conference (ANZMAC) Annual Conference, 2009-12-30.

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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.