Identifying optimal communication mix for strategic destination image formation: A case study of Austria
نویسندگان
چکیده
Identifying information sources influential to travel decisions helps tourism planners strategically utilize resources to improve marketing efforts and create a strong destination image. An on-line survey (N=973) on destination brand image research was developed and implemented. The study examined image perceptions of Austria and what level of influence various information sources have on destination selection. Results indicated a more effective communication mix strategy can be developed to manage tourist destination image perceptions. Frequencies taken from the data revealed information sources that affected travel destination choice have a varying level of influence. A Communication Effectiveness Grid (CEG) was adapted from previous research which included quadrants specifying marketing resource effectiveness.
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