需要对目标图像的评估进行情境化适应

IF 4.5 3区 管理学 Q1 BUSINESS Journal of Vacation Marketing Pub Date : 2023-06-19 DOI:10.1177/13567667231182539
Feriel Gadhoumi, P. Legohérel, Karim Errajaa
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引用次数: 0

摘要

该文献强调了衡量目的地品牌形象的重要性,以确定一个成功的旅游推广策略,这一策略很可能在一个高度竞争和不断变化的环境中提高目的地的竞争力和吸引力。测量量表通常被学术界和实践者使用。对法国游客进行了一项实证研究,法国游客被视为突尼斯和西班牙竞争目的地的主要客源市场。在先前的定性研究的光,品牌形象是定量测量使用语义差异量表取自文献,并适应以下专家的建议。尽管正确使用了在若干国家有效的测量量表的操作程序,但结果提出了国际调整测量量表的问题。本研究的主要目的是提出一个关于目的地营销组织使用的测量量表的理想适应程度的方法学问题,同时考虑到工具的有效性和可靠性约束。所选量表的改编版本在多大程度上等同于原始版本?目前的研究在两个目的地和不同的文化背景下进行,表明严格的适应可能导致原始规模的损失约40%。
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The need for a contextualized adaptation of the evaluation of the destination image
The literature stresses the importance of measuring the destination brand image to determine a successful tourism promotion strategy, a strategy that is likely to enhance the competitiveness and attractiveness of a destination in a highly competitive and changing environment. Measurement scales are commonly used by academics and practitioners. An empirical study was conducted with French tourists, regarded as the main source market for the competing destinations of Tunisia and Spain. In light of a prior qualitative study, the brand image was quantitatively measured using semantic differential scales taken from the literature and adapted following expert advice. The results raised the issue of the international adaptation of measurement scales, despite the proper use of the operative procedures for measurement scales valid in several countries. The main objective of the present study is to raise a methodological issue regarding the desirable degree of adaptation of the measurement scales used by Destination Marketing Organizations while taking into account the validity and reliability constraints of the tools. To what extent is the adapted version of the chosen scale equivalent to the source version? The present study, conducted on two destinations and different cultural contexts, shows that a rigorous adaptation might lead to a loss of about 40% of the original scales.
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来源期刊
CiteScore
9.70
自引率
15.70%
发文量
54
期刊介绍: Journal of Vacation Marketing is a fully peer reviewed international journal that publishes original research and review articles on topics relating to the marketing of destinations and businesses/organisations involved in the wider tourism, hospitality and events industries. Its objective is to provide a forum for the publication of refereed academic papers and reviewed practitioner papers which are of direct relevance to industry, while meeting the highest standards of intellectual rigour.
期刊最新文献
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