Exploring Czechs' and Greeks' mental associations of London: a tourist destination or a place to live in?

Stylidis, Dimitrios ORCID: https://orcid.org/0000-0002-9488-3160, Cherifi, Barbora ORCID: https://orcid.org/0000-0002-4040-0813 and Melewar, T. C. (2021) Exploring Czechs' and Greeks' mental associations of London: a tourist destination or a place to live in? Journal of Destination Marketing and Management, 19 , 100530. pp. 1-10. ISSN 2212-571X [Article] (doi:10.1016/j.jdmm.2020.100530)

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Existing literature on multiple place image domains is sparse with a notable lack of research on the extent to which the various images can be separated in the minds of individuals, and potential interrelationships among them. This study seeks to identify commonalities and divergences in the dimensions of image as a tourist destination and as a place to live in, from the outsider perspective, and explore how these two distinct representations of the same place can co-exist in peoples’ mind. Data were collected using 42 semi-structured interviews with Czech and Greek residents. Findings suggest that the two image domains share very similar image dimensions but are clearly differentiated in peoples’ mind as a result of identity salience. Destination image appears also to serve as a platform shaping peoples’ images of a locale as a place to live. The findings provide a comprehensive understanding of the notion of place image and have implications for place marketing.

Item Type: Article
Research Areas: A. > Business School > Strategic Marketing, Consumer Behaviour and Branding/Identity group
Item ID: 31427
Notes on copyright: © 2020. This manuscript version is made available under the CC-BY-NC-ND 4.0 license http://creativecommons.org/licenses/by-nc-nd/4.0/
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Depositing User: Dimitrios Stylidis
Date Deposited: 20 Nov 2020 09:52
Last Modified: 23 Apr 2021 02:21
URI: https://eprints.mdx.ac.uk/id/eprint/31427

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