Abstract
Motivations, perceptions and expectations are crucial in the build-up process of perceived destination image. This research aims at exploring the multidimensionality of golf destination image, and its heterogeneity among market segments. This research relies on a sample of 100 interviews to golfer tourists visiting six of major golf courses in Vilamoura, Algarve. The findings suggest that motivations, expectations and perceptions are inter-correlated. The findings also highlight three market segments of golf players, namely ‘tourist’, ‘social tourist’, and ‘player’. Grounded by expectancy value theory framework, we conclude on the heterogeneity of perceived image among segments. Indeed there is a gap between the real destination image and the image perceived by tourists. We argue for the explanatory capital of intrinsic motivations in understanding the idiosyncratic images. Finally this paper enumerates some implications research, management and planning policies.
Highlights
Destination image: An Introduction Market analysis has become pivotal in developing tourism destinations in the current atmosphere of competitiveness
The importance of the tourism destination image is well-documented in scientific research (Pike, 2002)
This paper addresses the lack of handful research on the build-up of golf destination image from an expectancy value theory perspective
Summary
Destination image: An Introduction Market analysis has become pivotal in developing tourism destinations in the current atmosphere of competitiveness. According to Beerli (1998), the definition of a strong, coherent, differentiated and identifiable image creates a favourable opinion towards the destination. This opinion is one of the underpinnings for strategic development. This paper addresses the lack of handful research on the build-up of golf destination image from an expectancy value theory perspective. In line with Selby and Morgan (1996), we endeavour to understand the implications of motivations, expectations and perceptions for the destination image more precisely in golf resort areas.
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