Examining the ‘relative image’ of tourism destinations: a case study

Abstract

Many traditional destination image studies employ a non-comparative assessment approach. This study, however, suggests defining and measuring destination image in a comparative manner (termed ‘relative image’) for the purpose of destination positioning. Using a case study on American leisure travellers’ image of Mainland China, the author proposes and demonstrates the utility of a multi-step procedure of relative image assessment. The author concludes that by utilising competing destinations as a reference frame and replicating tourists’ actual decision-making process, relative image assessment may generate more relevant information and insights for destination marketers.

Keywords:

• relative image
• destination positioning
• TDI
• comparative evaluation

Acknowledgements

This project is funded by the China National Tourism Administration. The author would like to thank Drs Muzaffer Uysal, Rich Harrill, and Bing Pan, and the editors and reviewers for their constructive comments and help.