A Repertory Grid Analysis Of Austria's Image As A Summer Vacation Destination

This research demonstrates the appropriateness of repertory grid technique to destination image research. In this particular application, the grid, originally developed by GeorgeA. Kelly, was used to investigate the images held by English vacationers of Austria as a summer destination. The grid was used to find out how tourists construed destination countries and to discover how they perceived Austria in terms of the constructs generated. Austria was placed in its competitive context by comparing its image with that of Switzerland, which the Austrian National Tourist Office cites as a major competitor.