Marija Bratić, Adam B. Carmer, Miroslav D. Vujičić, Sanja Kovačić, Uglješa Stankov, Dejan Masliković, Rajko Bujković, Danijel Nikolić, Dino Mujkić, Danijela Ćirirć Lalić
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All I know – destination cognitive image latent profile analysis
Purpose
Understanding the multifaceted images of tourism destinations is critical for effective destination marketing and management strategies. Traditional approaches, including conceptualization of destination images or analysis of their antecedents and consequences, are commonly used. This study aims to advocate the inclusion of visitors’ latent profiles based on cognitive images to enrich the evaluation and formulation of destination marketing and management strategies.
Design/methodology/approach
The analysis focuses on Serbia, an emerging destination, that attracts an increasing number of first-time, repeat and prospective visitors. Exploratory factor analysis and confirmatory factor analysis were used to test the potential dimensions (tangible and intangible cultural destination; infrastructural and accessible destination; active, nature and family destination; sensory and hospitable destination; and welcoming, value for money (VFM) and safe destination) of the cognitive destination image factors scale while subtypes (profiles) were obtained using latent profile analysis (LPA).
Findings
The cognitive image component encompasses the perceived attributes of a destination, whether derived from direct experience or acquired through other means. The study identified the following profiles: conventional destination; sensory and hospitable destination; welcoming, VFM and safe destination; secure and active family destination and accessible cultural destination, which are presented individually with their sociodemographic assets.
Originality/value
The main contribution of the paper is the application of a novel method (LPA) for profiling visitor segments based on cognitive destination image. From a theoretical perspective, this research contributes to the extant body of literature pertaining to the destination image, thereby facilitating the identification of discrete latent visitor segments and elucidating noteworthy differences among them concerning a cognitive image.
期刊介绍：
Tourism Review (TR) holds the distinction of being the longest-established journal focused on tourism issues, pioneering cutting-edge research since 1947. Our mission is to deepen the comprehension of tourism and elevate the impact and significance of tourism research on global society.
TR publishes a wide spectrum of contributions including research papers, systematic literature reviews (state of the art), short interventions (perspective papers), and research innovations (cutting edge), fostering continuous advancement in the field.
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