UNDERSTANDING TOURIST RECOMMENDATION THROUGH DESTINATION IMAGE: A CHAID ANALYSIS
In spite of the efforts of marketers and managers to boost a favourable destination image, with a focus on encouraging tourists‟ revisit, other factors contribute to tourists‟ decision-making processes with regard to revisiting destinations. Moreover, recommendation from family and friends are...
Saved in:
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
University of Algarve, ESGHT/CINTURS
2011-01-01
|
| Series: | Tourism & Management Studies |
| Subjects: | |
| Online Access: | https://tmstudies.net/index.php/ectms/article/view/332/547 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Summary: | In spite of the efforts of marketers and managers to
boost a favourable destination image, with a focus
on encouraging tourists‟ revisit, other factors
contribute to tourists‟ decision-making processes
with regard to revisiting destinations. Moreover,
recommendation from family and friends are
considered to be the most credible source of
information in the process of choosing a holiday
destination, becoming relevant that studies on
destination loyalty focus on this variable. Therefore,
this research aims to identify the attributes which
contribute to tourists‟ willingness to recommend a
destination. The first stage of this study involved
identifying the attributes to measure the image of
Lagos in the Algarve region, an important
Portuguese destination, through open-ended
questions. In the second phase, the application of
the Chi-Square Automatic Interaction Detector (CHAID)
to survey responses from a sample of 379 tourists
allowed to identify the features that explain the
intention to recommend the destination. The results
show that culture is the attribute with the strongest
power to explain recommendation, highlighting the
need for sun and sand tourism destinations to
diversify their offer. Of the seven terminal nodes
produced by CHAID, two segments with opposite
trends were found, for which profiles were drawn. |
|---|---|
| ISSN: | 2182-8466 |