The Use of Repertory Grid Analysis to Elicit Salient Short-Break Holiday Destination Attributes in New Zealand
The Use of Repertory Grid Analysis to Elicit Salient Short-Break Holiday Destination Attributes in New Zealand
复制标题
使用剧目网格分析来得出新西兰显着的短期度假目的地属性
DOI：
10.1177/0047287502239054
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发表时间：
2003
期刊：
影响因子：
--
通讯作者：
S. Pike
中科院分区：
文献类型：
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作者：
S. Pike
剧目网格分析大约在 50 年前就已被开发出来，但其在目的地图像研究中的应用却很少。在区分国内短期度假目的地时，该技术被用来识别新西兰人认为重要的 17 个属性。然后将这些属性与之前 84 项目的地研究中使用的属性以及旅游从业者个人访谈的结果进行比较。目录网格结果与从业者意见之间的许多差异证实了在开发用于结构化调查的属性列表时寻求消费者输入的价值。虽然清单网格的研究结果和从业者的意见都与文献中使用的 100 多个属性的范围总体一致，但关键差异凸显了新西兰国内旅行背景的重要性。本文试图证明剧目网格的有效性，这是一种经济技术，但旅游市场研究人员尚未充分利用。
Repertory grid analysis was developed almost 50 years ago, but its application in destination image research has been rare. The technique was used to identify 17 attributes deemed salient to New Zealanders, when differentiating domestic short-break holiday destinations. These were then compared to those attributes used in 84 previous destination studies, as well as with results from personal interviews with tourism practitioners. A number of differences between the repertory grid findings and practitioner opinion confirmed the value of seeking consumer input when developing attribute lists for use in structured surveys. While both the repertory grid findings and practitioner opinion showed a general consistency with the range of 100+ attributes used in the literature, key differences highlighted the importance of the New Zealand domestic travel context. The article attempts to demonstrate the efficacy of repertory grid, an economical technique that has been underused by tourism market researchers.