Tourism Destination Image Analysis: Integrating a Visual Methodology

Tourism destination image analysis and methodology has developed greatly over the decades. However, the integration of a visual methodology within word-based studies has remained limited. As a result, destination image promoters and marketers have struggled to interpret text-based results into useful promotional material. Thus, the aim of this qualitative study is to proposes a visually integrated methodology using open-ended questions, projective questions and projective drawings to analyse a destination’s image. In the conclusion, the Triangulation Analysis of a Tourism Destination Image model is proposed to visually assist researchers and destination image marketers when analysing and promoting a destination’s image.