Mapping the concepts evoked by a destination: an approach to the study of a holistic destination image

Vanesa F Guzman-Parra,José Roberto Vila-Oblitas,Juan Trespalacios Gutierrez

doi:10.1108/jhtt-07-2018-0058

Vanesa F Guzman-Parra, José Roberto Vila-Oblitas + Show 1 more

Open Access

https://doi.org/10.1108/jhtt-07-2018-0058

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Abstract

研究目的本论文展示如何使用CATA分析软件来确定一个具体旅游目的地的主要关系和印象。研究设计/方法/途径Leximancer软件主要用于分析一个目的地引发的相关概念。因为安达卢西亚至今未有确定的乡村旅游目的地形象营销策略, 本论文视觉化和决定与此目的地相关的主要因素群。研究结果研究结果指出了此安达卢西亚目的地的主要相关群和印象群, 这些对于指定战略计划有很大帮助。研究理论限制本论文只研究了单一市场群, 分析样本量较小。研究实际启示Leximancer不仅可以用来分析用户生成内容, 还可以分析主要信息, 以展示整体旅游目的地形象。此外, 分析指出的相关因素和印象群可以用来确立独特的资源组合, 帮助旅游机构开发旅游目的地。研究社会启示本论文结构指出了多个旅游目的地营销的相关启示研究原创性/价值尽管文献中有关Leximancer和其他CATA软件的使用文章, 本论文创立了新的使用方法。基于对旅游目的地形象的主要信息进行非结构性研究, 本论文对于旅游目的地的概念进行展开论述。由于至今未有针对安达卢西亚的乡村旅游研究以及旅游目的地形象研究, 本研究论述了其相关因素。关键词安达卢西亚、旅游目的地形象、旅游目的地因素、CATA软件、Leximancer

Highlights

IntroductionThis study applied content analysis software to examine all associations connected with a specific tourist destination
This study applied content analysis software to examine all associations connected with a specific tourist destination.According to the Instituto Nacional de Estadística (INE) of Spain, there has been a growth in rural accommodation in Andalusia in recent years (INE, 2020)
Because no specific planning has been done regarding destination image marketing strategies in Andalusia, this study visualized and determined the themes of the main images associated with rural tourism of this destination

Summary

Introduction

This study applied content analysis software to examine all associations connected with a specific tourist destination. According to the Instituto Nacional de Estadística (INE) of Spain, there has been a growth in rural accommodation in Andalusia (in southern Spain) in recent years (INE, 2020). Because no specific planning has been done regarding destination image marketing strategies in Andalusia, this study visualized and determined the themes of the main images associated with rural tourism of this destination. This study can provide destination management organizations a fast and practical approach to determine the concepts associated with a destination. 2. Theoretical framework and content analysis 2.1 Destination image and awareness There is no consensus on a specific definition of destination image (Jenkins, 1999).

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