Tourism Image: Attribute Measurement of State Tourism Products Using Multidimensional Scaling Techniques

Abstract

State tourism image is a complex combination of various products and associated attributes . Attribute identification, along with state tourism product position, was inves tigated using multidimensional scaling analysis (MDS). Two-dimensional analysis on image data collected for the states of Montana, Wyoming, Colorado, and Utah revealed salient attributes together with state touristic product images. The MDS procedure allowed for subjective interpretation of data, resulting in marketing implications for redirecting state image and modifying promotional campaigns. It was suggested that MDS analysis provides for alternative assessments of state tourism image, but before product reposition ing efforts are undertaken , individuals possessing intimate familiarity with the destination area be consulted for assistance in data interpretation.

The impact of using non-media information sources on the future use of mass media information sources: The mediating role of expectations fulfillment

“…Tourist-induced images are created through the received information from external sources (Gartner 1989).…”

“…Destination images are formed based on the information acquired from different sources (Gartner 1989). Resulting images influence perceived expectations.…”

“…Although this search provides a greater variety of information to solve a specific information problem (Dodd, Pinkleton and Gustafson 1996), it does not provide customized information. Consumers spend more time and effort than when collecting information from customized sources, as media act independently of the consumers' active process of information search (Gartner 1989). It is considered as a formal (Raitz and Dakhil 1989) and impersonal information source (Hugstad, 1987).…”

“…Media information is usually not requested, it is offered to consumers while planning tourism trips (Gartner 1989). On the other hand, information gathered in media sources is generally more appealing and varied than the information gathered in non-media sources (Dodd, Pinkleton and Gustafson 1996).…”

“…Similarly, the process of expectations formation in the tourism industry is particularly relevant given that tourists make their purchase decisions while building on expectations (Gartner 1989). Tourists typically travel to a place different from their residence and in several cases to a place where they had never been before.…”