Gap analysis between online destination image and perceived destination image

Iordanova, Elitza ORCID: and Penka, Uzunova (2019) Gap analysis between online destination image and perceived destination image. In: IV International Conference on Tourism Dynamics and Trends, 22-24 October 2019, Rome, Italy. (Unpublished)

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The study represents an exploratory attempt to capture Margate’s projected and perceived destination image and to identify and analyse any discrepancies between them. The perceived image of Margate was identified through the analysis of a variety of secondary data such as Kent Tourism Board and articles published in popular travel magazines, while focus groups and semi-structured interviews with both visitors and non-visitors of Margate were used to establish its perceived image. The findings from the secondary and primary data suggest that there are substantial differences between the projected and perceived image of Margate. The destination is promoted as a very artistic and old-fashioned with the Turner Contemporary Gallery and Dreamland, whereas visitors and non-visitors describe and perceive it as a quiet and relaxing place.

Item Type: Conference or Workshop Item (Speech)
Keywords: perceived destination image, projected destination image, destination image elements, visitors, non-visitors
Subjects: Hospitality and tourism > Tourism
Depositing User: Elitza Iordanova
Date Deposited: 13 Nov 2019 10:02
Last Modified: 28 Aug 2021 07:11


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