Prince of Songkla University
TOURISM DESTINATION IMAGE ANALYSIS: INTEGRATING A VISUAL METHODOLOGY
Tourism destination image analysis and methodology has developed greatly over the decades. However, the integration of a visual methodology within word-based studies has remained limited. As a result, destination image promoters and marketers have struggled to interpret text-based results into useful promotional material. Thus, the aim of this qualitative study is to proposes a visually integrated methodology using open-ended questions, projective questions and projective drawings to analyse a destination’s image. In the conclusion, theTriangulation Analysis of a Tourism Destination Image model is proposed to visually assist researchers and destination image marketers when analysing and promoting a destination’simage.
Keywords: Tourism Methodology; Destination Image Analysis; Visual Methodology; Triangulation Analysis
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