Exploring Czechs’ and Greeks’ mental associations of London: A tourist destination or a place to live in?

Abstract

Existing literature on multiple place image domains is sparse with a notable lack of research on the extent to which the various images can be separated in the minds of individuals, and potential interrelationships among them. This study seeks to identify commonalities and divergences in the dimensions of image as a tourist destination and as a place to live in, from the outsider perspective, and explore how these two distinct representations of the same place can co-exist in peoples' mind. Data were collected using 42 semi-structured interviews with Czech and Greek residents. Findings suggest that the two image domains share very similar image dimensions but are clearly differentiated in peoples' mind as a result of identity salience. Destination image appears also to serve as a platform shaping peoples’ images of a locale as a place to live. The findings provide a comprehensive understanding of the notion of place image and have implications for place marketing. • Studied the attributes of place image as tourist destination and as place to live in. • 42 in-depth interviews unpacking Czech and Greek residents' perceptions of London. • Need to incorporate an aesthetic and a social dimension in destination image. • Place Image comprised seven dimensions. • Images clearly differentiated in peoples' mind as a result of identity salience.