Information sources and perceived destination image: insights from an empirical study in India

Abstract

This paper seeks to examine the level of importance domestic tourists’ accord to different information sources and its impact on perceived destination image. The primary goal of this study is to explore the heterogeneous patterns in the representative sample based on their inclination for a particular category of information source. Based on a survey administered to 178 respondents from Ooty, India; cluster analysis was employed to identify different segments of tourists. The results indicate that tourists can be classified into different segments based on their importance for information sources. Further, consumer segments differ in their perception about destination image on several dimensions. Also, demographic profiles of the different tourist segments and the tourist ratings on the cognitive destination image and affective image dimensions were examined. These results are important to academicians, researchers, government and tourism marketers as they provide a base for segmenting tourists and secondly in measuring and improving the destination image.