This study aims at providing a better understanding on how Chinese leisure travelers perceive Italy as a vacation destination. The authors attempted to measure Italy’s destination image by both identifying major features of the Italy travel brand and the associations among them, and by finding out what aspects encourage, or discourage, a trip to Italy. The methodology proposed by Echtner and Ritchie (1993) was enriched by using a combination of quali-quantitative analyses. The obtained knowledge is critical for destination positioning and competitive strategies, in order to provide useful guidance on alliance building and travel itinerary design.
Italy's destination image among Chinese leisure travelers.
Pierfelice,Rosato;Silvia,Gravili
2014-01-01
Abstract
This study aims at providing a better understanding on how Chinese leisure travelers perceive Italy as a vacation destination. The authors attempted to measure Italy’s destination image by both identifying major features of the Italy travel brand and the associations among them, and by finding out what aspects encourage, or discourage, a trip to Italy. The methodology proposed by Echtner and Ritchie (1993) was enriched by using a combination of quali-quantitative analyses. The obtained knowledge is critical for destination positioning and competitive strategies, in order to provide useful guidance on alliance building and travel itinerary design.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
