Italy¡¯s Image as a Tourism Destination in the Chinese Leisure Traveler Market

Silvia Gravili and Pierfelice Rosato

International Journal of Marketing Studies, 2017, vol. 9, issue 5, 28-55

Abstract: This study aims to measure the image of Italy as a tourism destination on the Chinese leisure traveller market. To this end, Echtner & Ritchie¡¯s model (1991) is applied; however, compared to its original formulation, it is implemented with greater consideration of the experiential dimension and potential travel constraints affecting the perception of the range of tourism goods and services on offer. This enables not just a denotative, but also and above all a connotative measurement of the image, thereby reducing the risk of ambiguity in the interpretation of the most significant attributes that emerged during the analysis. Adopting a hypothetical segmentation of the market in question, it was also possible to the elements that act as encouraging and discouraging factors regarding a holiday in Italy are highlight, identifying tailor-made approaches to the construction and promotion/commercialisation of tourism products designed to be attractive to the specific segment of interest.

Keywords: destination image measurement; China; DMO; destination management; destination marketing; travel constraints (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:ibn:ijmsjn:v:9:y:2017:i:5:p:28-55

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