The use of repertory grid analysis to elicit salient short-break holiday destination attributes in New Zealand

Pike, Steven (2003) The use of repertory grid analysis to elicit salient short-break holiday destination attributes in New Zealand. Journal of Travel Research, 41 3: 315-319. doi:10.1177/0047287502239054

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Author Pike, Steven
Title The use of repertory grid analysis to elicit salient short-break holiday destination attributes in New Zealand
Journal name Journal of Travel Research   Check publisher's open access policy
ISSN 0047-2875
Publication date 2003-02
Sub-type Article (original research)
DOI 10.1177/0047287502239054
Volume 41
Issue 3
Start page 315
End page 319
Total pages 5
Place of publication Boulder, U.S.A.
Publisher Sage
Language eng
Subject 1506 Tourism
1505 Marketing
150604 Tourism Marketing
Abstract Repertory grid analysis was developed almost 50 years ago, but its application in destination image research has been rare. The technique was used to identify 17 attributes deemed salient to New Zealanders, when differentiating domestic short-break holiday destinations. These were then compared to those attributes used in 84 previous destination studies, as well as with results from personal interviews with tourism practitioners. A number of differences between the repertory grid findings and practitioner opinion confirmed the value of seeking consumer input when developing attribute lists for use in structured surveys. While both the repertory grid findings and practitioner opinion showed a general consistency with the range of 100+ attributes used in the literature, key differences highlighted the importance of the New Zealand domestic travel context. The article attempts to demonstrate the efficacy of repertory grid, an economical technique that has been underused by tourism market researchers.
Keyword Destination image
Repertory grid
Short breaks
Salient attributes
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Unknown

Document type: Journal Article
Sub-type: Article (original research)
Collections: Excellence in Research Australia (ERA) - Collection
UQ Business School Publications
 
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Created: Fri, 20 Nov 2009, 09:39:15 EST by Margaret Pereira on behalf of Faculty of Business, Economics & Law