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Journal of Vacation Marketing
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The development of a destination through the image assessment of six geographic markets

William Obenour

Bowling Green State University in Ohio, USA, wobeno{at}bgnet.bgsu.edu

Julie Lengfelder

Bowling Green State University in the Sport Management, Recreation and Tourism Division

David Groves

Bowling Green State University in the Sport Management, Recreation and Tourism Division

The purposes of this study are to assess the image of a newly developed nature-based tourist destination and investigate the influence of distance on the image of the destination. The image was assessed on a seven-point Likert scale and the sampling comprised six dominant market areas (DMAs) that were various distances from the nature-based destination. The internet survey resulted in 610 respondents and a 45 per cent response rate of the log-in panelists. The analysis used analysis of variance (ANOVA) to compare the information sources, positioning, and the 28 image attributes with the DMAs, and the image attributes were used in a discriminant analysis. The analysis indicated that not all nearby and long-distance geographic markets are uniform. On-site visitation apparently was a factor in creating complex perceptions of the image of the destination. A differentiated message that is cost-effective should be pursed with individual DMAs and clusters of DMAs.

Key Words: image • destination • marketing • distance • segmentation • development

Journal of Vacation Marketing, Vol. 11, No. 2, 107-119 (2005)
DOI: 10.1177/1356766705052569
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[Abstract] [PDF]