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...
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| Format: | Article |
| Language: | English |
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University of Algarve, ESGHT/CINTURS
2011-01-01
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| Series: | Tourism & Management Studies |
| Subjects: | |
| Online Access: | https://tmstudies.net/index.php/ectms/article/view/332/547 |
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| author | DORA AGAPITO PATRÍCIA OOM DO VALLE JÚLIO DA COSTA MENDES |
| author_facet | DORA AGAPITO PATRÍCIA OOM DO VALLE JÚLIO DA COSTA MENDES |
| author_sort | DORA AGAPITO |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-63cd242dfefd44b790cc2343d501fdaf |
| institution | Kabale University |
| issn | 2182-8466 |
| language | English |
| publishDate | 2011-01-01 |
| publisher | University of Algarve, ESGHT/CINTURS |
| record_format | Article |
| series | Tourism & Management Studies |
| spelling | doaj-art-63cd242dfefd44b790cc2343d501fdaf2025-02-02T10:07:33ZengUniversity of Algarve, ESGHT/CINTURSTourism & Management Studies2182-84662011-01-0173342UNDERSTANDING TOURIST RECOMMENDATION THROUGH DESTINATION IMAGE: A CHAID ANALYSISDORA AGAPITO0PATRÍCIA OOM DO VALLE1JÚLIO DA COSTA MENDES2University of the AlgarveUniversity of the AlgarveUniversity of the AlgarveIn 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.https://tmstudies.net/index.php/ectms/article/view/332/547chaid analysisdestination imagerecommendationtouristsportugal |
| spellingShingle | DORA AGAPITO PATRÍCIA OOM DO VALLE JÚLIO DA COSTA MENDES UNDERSTANDING TOURIST RECOMMENDATION THROUGH DESTINATION IMAGE: A CHAID ANALYSIS Tourism & Management Studies chaid analysis destination image recommendation tourists portugal |
| title | UNDERSTANDING TOURIST RECOMMENDATION THROUGH DESTINATION IMAGE: A CHAID ANALYSIS |
| title_full | UNDERSTANDING TOURIST RECOMMENDATION THROUGH DESTINATION IMAGE: A CHAID ANALYSIS |
| title_fullStr | UNDERSTANDING TOURIST RECOMMENDATION THROUGH DESTINATION IMAGE: A CHAID ANALYSIS |
| title_full_unstemmed | UNDERSTANDING TOURIST RECOMMENDATION THROUGH DESTINATION IMAGE: A CHAID ANALYSIS |
| title_short | UNDERSTANDING TOURIST RECOMMENDATION THROUGH DESTINATION IMAGE: A CHAID ANALYSIS |
| title_sort | understanding tourist recommendation through destination image a chaid analysis |
| topic | chaid analysis destination image recommendation tourists portugal |
| url | https://tmstudies.net/index.php/ectms/article/view/332/547 |
| work_keys_str_mv | AT doraagapito understandingtouristrecommendationthroughdestinationimageachaidanalysis AT patriciaoomdovalle understandingtouristrecommendationthroughdestinationimageachaidanalysis AT juliodacostamendes understandingtouristrecommendationthroughdestinationimageachaidanalysis |