Destination imagery diagnosis model : the case of Switzerland

Chen, Meng-Mei (Ecole hôtelière de Lausanne, HES-SO // University of Applied Sciences Western Switzerland) ; Zizka, Laura (Ecole hôtelière de Lausanne, HES-SO // University of Applied Sciences Western Switzerland) ; Zhang, Effie (Ecole hôtelière de Lausanne, HES-SO // University of Applied Sciences Western Switzerland) ; Gentinetta, Justine (Ecole hôtelière de Lausanne, HES-SO // University of Applied Sciences Western Switzerland)

This research investigates destination imagery of Switzerland as a travel destination. This research first conducted survey and content analysis to identify 23 unique statements reflecting travel in Switzerland. Through an online survey, this research collected 399 responses from French and Italian respondents. Based on the comparisons of association strength and association valence of every statement to the aggregated association strength and association valence, this research developed the Destination Imagery Diagnosis model. The results show that, overall, French and Italian respondents have strong and positive associations to statements related to Switzerland’s nature and opportunities for outdoor activities. Furthermore, respondents rated “Healthy lifestyle” and “Welcoming and friendly” positively but the associations to Switzerland were weaker. This research also identified marketing opportunities specifically for French and Italian respondents. The Destination Imagery Diagnosis Model serves as a new tool to compare destination imageries between markets or keep track of changes of destination imagery.


Keywords:
Conference Type:
published full paper
Faculty:
Economie et Services
School:
EHL
Institute:
Aucun institut
Subject(s):
Economie/gestion
Publisher:
Virtual conference, 19-22 January 2021
Date:
2021-01
Virtual conference
19-22 January 2021
Pagination:
Pp. 378-388
Published in:
Proceedings of the ENTER 2021 eTourism Conference : Information and Communication Technologies in Tourism 2021
DOI:
ISBN:
978-3-030-65784-0
Appears in Collection:



 Record created 2021-03-15, last modified 2021-03-26

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