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Destination image and key drivers of perceived destination attractiveness

Author

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  • Darko Prebežac

    (Faculty of Economics & Business, University of Zagreb)

  • Josip Mikulić

    (Faculty of Economics & Business, University of Zagreb)

Abstract

In this exploratory study authors combine several approaches to explore the images of two highly attractive tourist destinations: Hawai’i and Croatia. Two convenience samples were used - the image of Hawai’i was measured among Croatian undergraduate business students, and the image of Croatia was measured among Hawaiian tourism students. Functional and psychological image components were assessed at both a holistic and the attribute level. In addition, an importance-perception analysis was performed to assess the degree to which the destination image at the attribute level coincides with the students’ perception of an optimal destination. Finally, the authors conduct an importance grid analysis to explore the key drivers of the overall perceived destination attractiveness. The results provide a detailed insight into the images of Croatia and Hawaii, and reveal several interesting differences between the two student samples.

Suggested Citation

  • Darko Prebežac & Josip Mikulić, 2008. "Destination image and key drivers of perceived destination attractiveness," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 20(2), pages 163-178.
    • Handle: RePEc:zag:market:v:20:y:2008:i:2:p:163-178
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    References listed on IDEAS

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    3. Boris Bartikowski & Sylvie Llosa, 2004. "Customer satisfaction measurement: comparing four methods of attribute categorisations," The Service Industries Journal, Taylor & Francis Journals, vol. 24(4), pages 67-82, July.
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