Characteristics of destination image: visitors and non-visitors' images of London

Article

Stylidis, D. and Cherifi, B. 2018. Characteristics of destination image: visitors and non-visitors' images of London. Tourism Review. 73 (1), pp. 55-67. https://doi.org/10.1108/TR-05-2017-0090
TypeArticle
TitleCharacteristics of destination image: visitors and non-visitors' images of London
AuthorsStylidis, D. and Cherifi, B.
Abstract

Purpose: This paper aims to explore the characteristics (i.e., complex, specific) of destination image as perceived by visitors and non-visitors to a tourist place.
Design/methodology/approach: Overall, 42 semi-structured interviews were conducted with Czech and Greek visitors and non-visitors to London, UK. From the 21 interviews in each country, 11 conducted with visitors and 10 were with non-visitors to London.
Findings: A number of characteristics of the image of London were identified that differed across visitors and non-visitors, irrespective of respondents’ nationality, including specificity and complexity of image.
Research limitations/implications: The characteristics of image of different types of destinations (i.e., rural, seaside resorts) need to be assessed in the future, as this study focused on a well-known urban destination.
Practical implications: The study provides support for effective and innovative solutions to place marketing and branding of tourist destinations. For example, greater complexity and more specific images should be used to attract the repeating visitors market.
Originality/value: The paper’s originality lies in providing a better understanding of the characteristics of destination image, as perceived by visitors and non-visitors to a tourist place.

KeywordsDestination image; London; Destination marketing; Characteristics of image; Visitors vs non-visitors image
PublisherEmerald
JournalTourism Review
ISSN1660-5373
Publication dates
Online08 Jan 2018
Print15 Feb 2018
Publication process dates
Deposited13 Oct 2017
Accepted05 Oct 2017
Output statusPublished
Accepted author manuscript
Copyright Statement

This article is © Emerald Group Publishing and permission has been granted for this version to appear in the Middlesex University Research Repository. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.
This is the accepted version of the manuscript "Characteristics of destination image: visitors and non-visitors´ images of London", forthcoming/published in the journal "Tourism Review" available via the journal site at: https://doi.org/10.1108/TR-05-2017-0090

Digital Object Identifier (DOI)https://doi.org/10.1108/TR-05-2017-0090
Web of Science identifierWOS:000425284000004
LanguageEnglish
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