THE COMPARISON OF SECONDARY AND PRIMARY TOURISM DESTINATION IMAGE: SERVING AS A BRIDGE BETWEEN EXPECTATION AND EXPERIENCE AND GUIDING EFFECTIVE MARKETING AND MANAGEMENT STRATEGIES

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Ourania Vitouladiti

Keywords

Tourism destination image, secondary or naïve image, primary or reevaluated image, empirical research, marketing and management regional strategies

Abstract

The importance of destination image in tourism is undeniable. Both aspects of destination image, secondary and primary, are very important in shaping the overall image. A comparison between them would bridge the tourists’ expectations with experience by revealing the exact deviations from the original perception. According to the scientific literature there are scant researches that compare, directly, these two dimensions of the image, using a representative sample from first time visitors. Such a comparison would enrich the limited empirical research on this specific issue. This paper presents the direct comparison, based on empirical research and on representative sample of British first time visitors to the island of Corfu. The members of the sample where given two questionnaires,(total 752 questionnaires) one at the arrival and the other just before the departure. Both questionnaires were completed by the same person and this is an additional value of the study. The research revealed the pragmatic dimensions, indicated the priorities for marketing and management actions and suggested through this comparison a new kind of image.

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