Austria’s Destination Image and Destination Personality

Project Details

Financing body

Vienna University of Economics and Business Administration


For destinations image and personality play an important role, as creating and managing their desired image is necessary for the success of positioning and marketing strategies, as the ever-increasing global competition of tourism destinations makes destinations more and more substitutable. Austria as a destination has been subject to a few studies concerning destination image that used both quantitative and qualitative research methods. However, most of these studies are done 30 years ago and researching Austria’s destination image in 2013/2014 might reveal several substantial differences to these previous findings, due to great changes in these more than 30 years, among them the formation of the European Union, a change in travel behaviour, and technological phenomena such as the Internet and social media.
Thus, the aim of the this project is to qualitatively explore the destination image of Austria, as well as people’s perception of Austria’s destination personality in order to qualitatively find destination-specific personality dimensions for Austria. From all the findings obtained in this study, implications for Austria’s tourism protagonists, e.g. the Austrian National Tourist Office, will be drawn to help them to optimize their positioning strategies.
Effective start/end date12/12/1331/12/14

Austrian Classification of Fields of Science and Technology (OEFOS)

  • 502020 Market research
  • 502040 Tourism research