Mapping beneficial destination images

This study tries to give an answer to the question whether the perceived beneficial images of destinations differ across different travel contexts (wellness vs. sun & beach) and wellness and non-wellness travelers respectively. This objective is demonstrated by considering two sets of destinations: European and Asian countries which are specializing to a varying degree in wellness tourism. In addition, the conceptualization of destination image follows the direction of an 'overall composite and gestalt impression' summarized by Keaveney and Hunt (1992) which requires also an adequate holistic measurement process. For this purpose the procedure outlined by Tapachai and Waryszak (2000) for developing so-called proxy benefit prototypes for describing the product category of a destination is replicated. Meaningful practical results could be elaborated by profiling destination images of ten different countries from the perspective of the above mentioned traveler segments. Plots from MDS and consecutive property fitting procedures assisted in visualizing the results and competitive relations.