Abstract
An accurate assessment of product image is a prerequisite to designing an effective marketing strategy. Studies of products, brands, retail stores, and tourism destinations have typically used either multidimensional scaling or semantic differential scales to assess images. The current study suggests thatfree elicitation of descriptive adjectives can serve a similar function with advantages in ease of data collection, straightforward analysis, and ability to specify intersegment differences. The use of the procedure is demonstrated with data from two tourism studies, one on the state of Montana and onefrom an on-slope interview at a ski area.
Subject
Tourism, Leisure and Hospitality Management,Transportation,Geography, Planning and Development
Cited by
163 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献