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

Stylidis, Dimitrios ORCID logoORCID: and Cherifi, Barbora ORCID logoORCID: (2018) Characteristics of destination image: visitors and non-visitors' images of London. Tourism Review, 73 (1) . pp. 55-67. ISSN 1660-5373 [Article] (doi:10.1108/TR-05-2017-0090)

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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.

Item Type: Article
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 22662
Notes on copyright: This article is © Emerald Group Publishing and permission has been granted for this version to appear here ( 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:
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Depositing User: Dimitrios Stylidis
Date Deposited: 13 Oct 2017 14:16
Last Modified: 29 Nov 2022 20:13

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