Affective tourism destination image: the case of Portorož

Helena Nemec Rudež

Tourism and Hospitality Industry from University of Rijeka, Faculty of Tourism and Hospitality Management

Abstract: Purpose – The purpose of this paper is to investigate perceptions of tourists regarding affective tourism destination image of Portorož. Design/methodology/approach – Four semantic differential scales, proposed by Russel and Pratt, were used to for this study to measure pleasant/unpleasant, arousing/sleepy, exciting/gloomy and relaxing/distressing dimensions of affective tourism destination image. The survey instrument was a structured questionnaire. Data were collected across several locations in Portorož resulting in a sample of 417 tourists. Descriptive statistics is used in empirical research. Findings – Portorož appears to be generally perceived as a relaxing and pleasant destination. On the contrary, it is perceived to be neither an arousing nor a sleepy destination and neither an exciting nor a boring destination. Perceptions of an affective tourism destination image in regard to the main motive to visit Portorož are also analyzed. Originality – The paper enhances the slim body of knowledge on affective tourism destination image in the Mediterranean destinations.

Keywords: image; destination; affective tourism destination image (search for similar items in EconPapers)
JEL-codes: L83 (search for similar items in EconPapers)
Date: 2014-05
New Economics Papers: this item is included in nep-tur
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Published in 22nd Biennial International Congress Tourism & Hospitality Industry 2014, May 2014, pages 245-255

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