Mapping the concepts evoked by a destination: an approach to the study of a holistic destination image

Purpose This study aims to demonstrate the application of computer-aided text analysis (CATA) software in identifying primary associations and impressions of a specified tourist destination. Design/methodology/approach The Leximancer software is applied on primary information to analyze the concepts evoked by a destination. Because no specific planning has been done for destination image marketing strategies for rural tourism in Andalusia, this study visualizes and determines clusters of the main attributes associated with this destination. Findings The analysis identifies the main clusters among associations and impressions of the destination that can be useful in developing strategies. Research limitations/implications Only a target segment is studied, with a relatively small sample size. Practical implications Leximancer can not only be applied to online user-generated content, but primary information can also be mapped to generate a holistic destination image. Furthermore, identification of the relevant attributes and impressions can serve to identify unique assets to help tourism organizations develop a destination. Social implications Several implications concerning destination marketing are outlined. Originality/value Although previous studies have applied Leximancer and other CATA software, the present research uses a new approach. Deriving the primary information on destination image using an unstructured methodology, the concepts evoked by a destination are mapped. Because there is a lack of research on rural tourism in Andalusia and its destination image, its associated attributes are studied.