Exploring the benefits of using a mixed methods approach in destination image studies

Ana Isabel Rodrigues, Antónia Correia, Metin Kozak

Resumo


Abstract: This study aims to demonstrate that mixed-methods are suitable when assessing the image of a tourism destination. Depict the image attributes that influence a lake destination area and conceptualize lake tourism are the goals of this study. Lake tourism is a growing academic field of tourism studies. However, little attention has been given to tourism images. The case is the newly-formed Alqueva Lake, Portugal, the biggest man-made lake in Europe. A mixed-design method was adopted, particularly a complementarity approach. The data were first collected in the qualitative stage, then analysed. Results were used to develop a follow-up questionnaire. A set of image attributes that best describe Alqueva Lake was obtained and validated. The advantages of adopting mixed-methods to studies about destination image are discussed.

Keywords: Tourism; Destination Image; Lake Tourism; Mixed-Methods; Alqueva Lake.

 

As vantagens na adoção de métodos mistos em estudos de imagem de destinos

Resumo: O estudo objetiva demonstrar que métodos mistos são adequados para avaliar a imagem de um destino turístico, bem como descrever os atributos de imagem que influenciam em uma área de destino de lagos e conceitualizar o turismo de lagos. O caso em estudo é o recém formado “Lago Alqueva em Portugal”, o maior lago feito pelo homem, na Europa. Foi adotado um método misto de design, particularmente, uma abordagem de complementaridade. Inicialmente foram coletados os dados em um estágio qualitativo e, então, analisados. Os resultados foram usados para desenvolver um questionário de acompanhamento. Foi obtido um conjunto de atributos de imagem que melhor descrevem o Alqueva. São discutidas vantagens de adotarem-se métodos mistos para estudos de imagens de destino.

Palavras-chave: Turismo; Imagem de Destinos; Turismo de Lagos; Métodos Mistos; Lago do Alqueva.


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