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A New Approach to Image Analysis Through Multi-Dimensional Scaling
- Publisher
- SAGE
- Copyright
- Copyright © by SAGE Publications
- ISSN
- 0047-2875
- eISSN
- 1552-6763
- DOI
- 10.1177/004728758902800205
- Publisher site
- See Article on Publisher Site
Abstract
State tourism image is a complex combination of various products and associated attributes . Attribute identification, along with state tourism product position, was inves tigated using multidimensional scaling analysis (MDS). Two-dimensional analysis on image data collected for the states of Montana, Wyoming, Colorado, and Utah revealed salient attributes together with state touristic product images. The MDS procedure allowed for subjective interpretation of data, resulting in marketing implications for redirecting state image and modifying promotional campaigns. It was suggested that MDS analysis provides for alternative assessments of state tourism image, but before product reposition ing efforts are undertaken , individuals possessing intimate familiarity with the destination area be consulted for assistance in data interpretation.
Journal
Journal of Travel Research – SAGE
Published: Oct 1, 1989