COMPARING DESTINATION IMAGE OF VISITORS, POTENTIAL VISITORS, AND RESIDENTS

The purpose of this paper is to compare the destination image of inquirers of the Austin, Texas Convention and Visitor Bureau. A number of differences were found between visitors, potential visitors, and residents. In general, residents had higher levels of agreement with each of the image items, followed by visitors. Significant differences were found between items such as Eclectic, Unlike the Rest of Texas, and Weird, providing opportunities for the destination to further promote through testimonials and trip itineraries related to these images. In addition, significant differences were found between all three groups regarding the destination being Environmentally friendly, which could be promoted more through testimonials and trip itineraries. More detail regarding testimonials and trip itineraries are discussed.

Keywords: : Destination image; convention and visitors bureau; inquiry groups; group comparisons.

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