Measuring the image of a cultural tourism destination through the collage technique.

Abstract

This chapter applies the method of collage to the analysis of the image of Leon, a city in the inland region of Castilla y Leon, Spain. Collage is a projective technique that can be described as 'a method in which participants are asked to represent a topic or phenomenon visually by composing and gluing together a collage of images, drawings and texts on a piece of cardboard or paper'. As a projection technique, collage allows responses to be obtained which individuals might be unwilling or unable to provide if they knew the purpose of the study. Moreover, it is very well suited to describing motivations, beliefs and attitudes operating at a subconscious level.

Understanding tourists’ reactance to the threat of a loss of freedom to travel due to climate change: a new alternative approach to encouraging nuanced behavioural change

“…No artistic skills are required for collage construction (Koll, von Wallpach, & Kreuzer, 2010) as respondents are able to pull together images at random from the materials or collections provided (Boddy, 2007;Gonzalez Fernandez, Rodriguez Santos, & Cervantes Blanco, 2005). Photo-interviewing elicits cognitive evaluations about real situations by using images that represent significant behaviours or places (Soley & Smith, 2008).…”