Importance of Destination Marketing on Image and Familiarity

Keywords

Destination image, Importance-performance analysis, Destination marketing, Alabama, Destination familiarity, Visitors and non-visitors

Abstract

Purpose The purpose of this paper is to investigate the image and familiarity of Alabama as a tourism destination. More specifically, this study examined the difference in perceptions between visitors and non-visitors using quantitative and qualitative data to identify strengths and weaknesses of the image of Alabama. Design/methodology/approach This was a quantitative study with some qualitative aspects to it. This study examined both prior visitors and non-visitors of the state to compare their familiarity, image, and visit intentions. Data were collected online and analyzed using t-tests and importance-performance analysis. Findings The qualitative results revealed the predominant difference between people who have visited Alabama (visitors) and those who had never visited (non-visitors) was their image or lack of image of Alabama. Non-visitors had no image or characteristic that came to mind when asked about their image of Alabama, while people who had visited noted beaches the most positive image. Originality/value To date, the image of Alabama as a tourism destination has never been explored in academic research. This study has strong implications for destination marketing organizations of the state of Alabama.

Publication Date

1-1-2018

Number of Pages

37-53

Document Type

Article

Language

English

Source Title

Journal of Hospitality and Tourism Insights

Volume

1

Issue

1

College

Rosen College of Hospitality Management

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