Destination marketing meets clinical psychology : trialling a group application of repertory grid

Pike, Steven D. (2006) Destination marketing meets clinical psychology : trialling a group application of repertory grid. In Aktas, Ahmet (Ed.) International Tourism Conference : New Perspectives and Values in World Tourism, 20-26 November 2006, Alanya, Turkey.

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While Repertory Grid Analysis was originally developed for use in clinical psychology, the technique has been adapted in a diverse range of fields, including marketing research. The Paper provides a contribution to the literature in two ways. Firstly, the technique has been underutilised in the tourism marketing literature, particularly in terms of understanding how travellers differentiate destinations. Second, the technique has predominantly been reported in marketing research in the form of personal interviews, and the paper reports the trial of group applications to elicit salient destination attributes in the context of short break holiday destinations. The findings from the group trial are compared to a previous application of the technique for the same travel context, which involved individual personal interviews. It is suggested that while the group application of Repertory Grid did have limitations, the approach does offer researchers an efficient effective means of exploratory research in the design of structured questionnaire.

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ID Code: 20958
Item Type: Conference Paper
Refereed: Yes
Keywords: Repertory Grid, Destination Marketing
ISBN: 9757666823
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 2006 Akdeniz University, Alanya Faculty of Business
Deposited On: 03 Jun 2009 22:34
Last Modified: 29 Feb 2012 13:21

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