Five limitations of destination brand image questionnaires

Pike, Steven D. (2008) Five limitations of destination brand image questionnaires. Tourism Recreation Research, 33(3), pp. 361-363.


One of the most popular topics in the tourism literature in the past 30 years has been destination image measurement. The purpose of this paper is to enhance understanding of potential limitations inherent in the development of tourism destination brand image questionnaires. A review of 262 studies published between 1973 and 2007 was undertaken to identify key characteristics of the measurement approaches used, for which structured questionnaires were by far the most common method. One of the outcomes of the review was the identification of five key limitations of the structured questionnaires. Rationale for consideration of these by marketing researchers is offered. The paper will be of interest to tourism practitioners and marketing researchers with a vested interest in the marketing of a destination, as well as research students and supervising academics interested in destination branding and marketing.

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ID Code: 14898
Item Type: Journal Article
Refereed: Yes
Additional Information: For more information, please refer to the journal's website (see hypertext link) or contact the author.
Additional URLs:
Keywords: Destination branding, destination image, destination position, brand identity, tourism research, brand equity
ISSN: 0250-8281
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > TOURISM (150600) > Tourism Marketing (150604)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2008 Centre for Tourism Research & Development & Tej Vir Singh
Deposited On: 17 Sep 2008 00:00
Last Modified: 29 Feb 2012 13:42

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