Destination image: identifying baseline perceptions of Brazil, Argentina and Chile in the nascent Australian long haul travel market

Pike, Steven D. (2016) Destination image: identifying baseline perceptions of Brazil, Argentina and Chile in the nascent Australian long haul travel market. Journal of Destination Marketing & Management, 5(2), pp. 164-170.

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Abstract

While the popularity of destination image research has increased exponentially in the literature, there has been relatively little published about perceptions held by international consumers of destinations in South America. The purpose of this paper is to report the findings of a research project that aimed to identify the baseline market perceptions of Brazil, Argentina and Chile amongst Australian residents, at the time of the emergence of this long haul market. Of interest was the extent to which Australians differentiate the three distinct countries versus perceiving the continent as a gestalt. These baseline perceptions enable the effectiveness of future marketing communications in Australia by the three national tourism offices to be monitored over time. Importance-Performance Analysis (IPA) is used as a practical analytical tool to guide decision makers. In terms of operationalising destination image, a key research finding was the very high ratio or participants using the ‘Don’t know’ (DK) option for each destination performance scale item. This finding has practical implications for the destination marketers, as well as for researchers engaged in destination image research in long haul and/or emerging markets.

Impact and interest:

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ID Code: 91230
Item Type: Journal Article
Refereed: Yes
Keywords: destination image, South America, Importance-performance analysis, long haul travel, Australia travel market
DOI: 10.1016/j.jdmm.2015.12.006
ISSN: 2212-5752
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500)
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 2016 Elsevier
Deposited On: 14 Dec 2015 00:30
Last Modified: 07 Jun 2016 01:47

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