Tourists' destination images and holiday choice: with special reference to the marketing of Mallorca, Spain

Gyte, D.M., 1989. Tourists' destination images and holiday choice: with special reference to the marketing of Mallorca, Spain. PhD, Nottingham Trent University.

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This thesis focuses on the development of tourists' destination images, image change and the effect of image on holiday choice by both ideographic and cognitive approaches in complementary roles. Ideographic pilot studies support simple methods of analysis (Chapters 2 and 3). Ideographic image analysis of tourist destinations is conducted on two levels by consensus repertory grid of the constructs most important in affecting choice (Chapter 4). Tourists' images of Mallorca are compared to those of eight other destinations. Secondly the images of Mallorca of visitors before and after their holiday are monitored.

In Chapters 5 and 6 quantitative and qualitative approaches are applied to image, determinants of initial choice of destination and the effect of holiday experience on image and on future holiday choice. It is argued that the commonly accepted research approach of qualitative research preceding quantitative may be reversed. Qualitative analysis gains deeper insights into possibilities suggested by the results of quantitative analysis of the survey data.

Mallorca had a relatively positive image on constructs important to package tourists. This partly explained the strong pattern of repeat visits. General conclusions were that images of destinations (particularly of security) were important in affecting the holiday choice of tourists. These were more likely to be affected by social contact than formal image sources such as brochures. Accommodation was the most important factor likely to influence image and choice. Post holiday images tended to be more positive for all tourists, however those on first-choice holidays and in first-choice resorts tended to have more positive images both before and after their holiday. Both simple stereotype and complex images were influential in affecting destination choice.

Item Type: Thesis
Creators: Gyte, D.M.
Date: 1989
ISBN: 9781369316810
Divisions: Schools > School of Arts and Humanities
Record created by: Linda Sullivan
Date Added: 30 Sep 2020 13:42
Last Modified: 13 Sep 2023 14:29

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