TY - JOUR
T1 - Tourism image
T2 - attribute measurement of state tourism products using multidimensional scaling techniques
AU - Gartner, W. C.
N1 - Copyright:
Copyright 2017 Elsevier B.V., All rights reserved.
PY - 1989
Y1 - 1989
N2 - State tourism image is a complex combination of various products and associated attributes. Attribute identification, along with state tourism product position, was investigated using multidimensional scaling analysis (MDS). Two-dimensional analysis on image data collected for the states of Montana, Wyoming, Colorado, and Utah revealed salient attributes together with state touristic product images. The MDS procedure allowed for subjective interpretation of data, resulting in marketing implications for redirecting state image and modifying promotional campaigns. It was suggested that MDS analysis provides for alternative assessments of state tourism image, but before product repositioning efforts are undertaken, individuals possessing intimate familiarity with the destination area be consulted for assistance in data interpretation. -Author
AB - State tourism image is a complex combination of various products and associated attributes. Attribute identification, along with state tourism product position, was investigated using multidimensional scaling analysis (MDS). Two-dimensional analysis on image data collected for the states of Montana, Wyoming, Colorado, and Utah revealed salient attributes together with state touristic product images. The MDS procedure allowed for subjective interpretation of data, resulting in marketing implications for redirecting state image and modifying promotional campaigns. It was suggested that MDS analysis provides for alternative assessments of state tourism image, but before product repositioning efforts are undertaken, individuals possessing intimate familiarity with the destination area be consulted for assistance in data interpretation. -Author
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U2 - 10.1177/004728758902800205
DO - 10.1177/004728758902800205
M3 - Article
AN - SCOPUS:0024783460
SN - 0047-2875
VL - 28
SP - 16
EP - 20
JO - Journal of Travel Research
JF - Journal of Travel Research
IS - 2
ER -