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.

Autore Pugliese

• Rosato Pierfelice

Tutti gli autori

• Rosato P. , Gravili S.

Titolo volume/Rivista

INTERNATIONAL JOURNAL OF MARKETING STUDIES

Anno di pubblicazione

2017

ISSN

1918-719X

ISBN

Non Disponibile

Numero di citazioni Wos

Nessuna citazione

Ultimo Aggiornamento Citazioni

Non Disponibile

Numero di citazioni Scopus

Non Disponibile

Ultimo Aggiornamento Citazioni

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Settori ERC

Non Disponibile

Codici ASJC

Non Disponibile