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The implicit measurement of destination image: The application of Implicit Association Tests

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  • Yang, Jie
  • He, Jiaxun
  • Gu, Yingkang

Abstract

The previous studies about destination image measurement mainly focused on measuring tourists’ explicit cognitive processes without measuring their implicit cognitive processes. This study introduces the Implicit Association Test (IAT) into the domain of destination image measurement, and utilizes a traditional questionnaire to measure Chinese tourists’ perceived image of Japan and Hong Kong both at explicit and implicit level. Results show that Chinese tourists’ explicit preference between Japan and Hong Kong is insignificant, but there is significant implicit preference for their perceived image of Hong Kong over that of Japan. This study advances the research on destination image and enriches the method on the measurement of destination image.

Suggested Citation

  • Yang, Jie & He, Jiaxun & Gu, Yingkang, 2012. "The implicit measurement of destination image: The application of Implicit Association Tests," Tourism Management, Elsevier, vol. 33(1), pages 50-52.
    • Handle: RePEc:eee:touman:v:33:y:2012:i:1:p:50-52
    DOI: 10.1016/j.tourman.2011.01.022
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    References listed on IDEAS

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    1. Janiszewski, Chris & Meyvis, Tom, 2001. "Effects of Brand Logo Complexity, Repetition, and Spacing on Processing Fluency and Judgment," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(1), pages 18-32, June.
    2. Melanie A. Dempsey & Andrew A. Mitchell, 2010. "The Influence of Implicit Attitudes on Choice When Consumers Are Confronted with Conflicting Attribute Information," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(4), pages 614-625, December.
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    Cited by:

    1. Jinah Park & Alastair M. Morrison & Bihu Wu & Yeung Kong, 2018. "Korean Golf Tourism in China: Place, Perception and Narratives," Sustainability, MDPI, vol. 10(4), pages 1-20, April.
    2. Jenni Soo-Hee Lee & Jinsoo Hwang, 2022. "The Determinants of Visit Intention for Chinese Residents in the Michigan, United States: An Empirical Analysis Performed Through PLS-SEM," SAGE Open, , vol. 12(3), pages 21582440221, August.
    3. Wei Sun & Shoulian Tang & Fang Liu, 2021. "Examining Perceived and Projected Destination Image: A Social Media Content Analysis," Sustainability, MDPI, vol. 13(6), pages 1-16, March.
    4. Pierpaolo D'Urso & Girish Prayag & Marta Disegna & Riccardo Massari, 2013. "Market Segmentation using Bagged Fuzzy C–Means (BFCM): Destination Image of Western Europe among Chinese Travellers," BEMPS - Bozen Economics & Management Paper Series BEMPS13, Faculty of Economics and Management at the Free University of Bozen.
    5. Pedro Cuesta-Valiño & Antoni Serra-Cantallops & José Ramón-Cardona & Rafael Ravina-Ripoll, 2021. "China Viewed by the West before COVID-19: Spaniards’ Perceptions and Knowledge of China as a Tourist Destination," Land, MDPI, vol. 10(9), pages 1-20, September.

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