Abstract
Destination image has been identified as a pivotal aspect of promotion strategy (Eastlack, 1982; Hunt, 1975; Goodrich, 1978; Reilly, 1990; Woodside, 1982; and Woodside and Jacobs, 1985). According to Echtner and Ritchie (1991, 1993) destination image is comprised of three dimensions; attribute vs. holistic, functional vs. psychological, and unique vs. common, and is best measured using a combination of structured and unstructured methodologies. The aim of this study was to employ both methodologies in the measurement of Australia's destination image as perceived by backpacker travellers. The results indicated that Australia's major strengths are its natural attractions and its friendly people, as well as safety, climate and language spoken. The two areas of most concern were its lower ratings on interesting culture and travel cost. Some of the unique elements of Australia's image included kangaroos, the Great Barrier Reef, the Outback, Aboriginal culture, and Ayers Rock/ Uluru. Holistic components included its vastness, diversity and stunning natural wonders. These findings have practical and theoretical implications for destination image management.
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