Tourism image: attribute measurement of state tourism products using multidimensional scaling techniques

W. C. Gartner

Research output: Contribution to journalArticlepeer-review

388 Scopus citations

Abstract

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

Original languageEnglish (US)
Pages (from-to)16-20
Number of pages5
JournalJournal of Travel Research
Volume28
Issue number2
DOIs
StatePublished - 1989
Externally publishedYes

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