USING THE ATTRIBUTE MODEL FOR MEASURING TOURISM DESTINATION IMAGE IN INTERNATIONAL TOURISTS’ EYES

Abstract

Destination image is one of the most important elements affecting tourists’ destination choice. Mayo (1973) and Hunt (1975) were the first tourism scholars to point out that a more favorable image of a destination would result in increased visitation to that destination. Therefore, in destination marketing, it is very important to perceive the destination image in the tourists’ mind. This article focuses on using attribute model for measuring destination image of Thua Thua Thien Hue province (Hue) in the mind of international travellers. The research result reveals that resources attributes are outstanding and impressive in international traveller. However, products & services attributes are still bleary. Basing on these findings, the implications for tourism development should be focused on positioning a clear and positive image. Tourism development and marketing strategy should follow the identified path, as well as the urgent demands for infrastructure development, and the public – private partnership in developing tourist destination.