Developing focus group methodology: Towards a greater understanding of destination image creation

Abstract

This paper presents an alternative method for exploring the impact of marketing materials on visitor’s expectations and attitudes towards literary tourism sites. The goal is to achieve a greater level of understanding as to... [ view full abstract ]

Authors

  1. Chelsea Bailey (Warwick Business School)
  2. David Arnott (Warwick Business School)

Topic Area

Marketing Research & Methodology Track: Click here for the Marketing Research & Methodolog

Session

PT5-MRM1 » Marketing Research & Methodology (15:30 - Wednesday, 8th July)

Paper

Developing_focus_group_methodology.pdf

Presentation Files

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