Visitor and non‐visitor images of Central and Eastern Europe: a qualitative analysis

Abstract

This study examines the image of Central and Eastern Europe (CEE) as a holiday destination. The countries are linked by having had communist governments and being inaccessible to tourists from outside the communist bloc. Currently, they seek new tourist markets and this study examines the views of a number of UK residents about destination image of CEE. The study examines, through semistructured interviews, images held by people who have and who have not visited CEE. The data is analysed qualitatively. Few significant differences were found between views of visitors and non-visitors; most views were positive and associated favourably with 'culture'. Negative images were usually associated with the eastern part of the area especially ex-Yugoslavia.

The Image of Taiwan as a Travel Destination: Perspectives from Mainland China

“…Therefore, questionnaire surveys do not catch all of the complex and dynamic features because the current statistical model is essentially static (Ryan & Cave, 2005). In addition, using qualitative methods can lead to a deeper understanding and a holistic view of the destination (Hughes & Allen, 2008). Qualitative approaches can be a first stage of investigation for gaining familiarity with the phenomenon being studied, and can predict the future directions of the research (Grbich, 2007).…”

“…As there are very few studies on the destination image of Taiwan, this exploratory study should use qualitative methods. However, there are obvious challenges to analyzing and interpreting materials from semi-structured interviews and, inevitably, the outcome is more complex than that from a more structured questionnaire (Hughes & Allen, 2008). text of all articles was scanned and transferred to Word format using SQL software.…”

“…Visitors score significantly higher than non-visitors on image attributes, such as social opportunities and attractions; infrastructure, food, and friendly people; and bars and evening entertainment, because contacts with residents and the use of the destination's facilities could help visitors create a more complex and differentiated image (Fakeye & Crompton, 1991). After examining visitors' and non-visitors' images of Central and Eastern Europe, Hughes and Allen (2008) found that visitors had more knowledge about the destinations than non-visitors. Huang and Gross (2010) (Baloglu & McCleary, 1999b).…”

“…However, qualitative approaches should also be used in image studies, as focus groups or open-ended questions could capture more in-depth information about the concept (Echtner & Ritchie, 1991;Grosspietsch, 2006). Until now, not many studies have used qualitative approaches to examine destination image (Huang & Gross, 2010;Hughes & Allen, 2008;B. Pan & Li, 2011).…”

“…Researchers have found that visitors have more positive and favorable images of a destination than non-visitors (Awaritefe, 2004;Fakeye & Crompton, 1991;Hughes & Allen, 2008;Leisen, 2001;Milman & Pizam, 1995). Visitors score significantly higher than non-visitors on image attributes, such as social opportunities and attractions; infrastructure, food, and friendly people; and bars and evening entertainment, because contacts with residents and the use of the destination's facilities could help visitors create a more complex and differentiated image (Fakeye & Crompton, 1991).…”