Use of cognitive maps to determine perceived tourism regions

Abstract Automobile travelers stopping at Travel Information Centers in Michigan were surveyed. In a cognitive mapping task, respondents indicated which parts of Michigan they perceived to be recreation and tourism regions. Data from the mapping task were integrated into a Tourism Location Score which was used to compare tourism locations and counties. The maps of respondents who were familiar and unfamiliar with the state were compared. Nine regions were identified, in coastal counties. In eight of the 9 regions, a single county was identified as the “center”; of the tourism region. Familiar respondents differentiated more regions along the coast; less familiar respondents perceived more regions to be present in the southeastern urban portion of the state. Implications for planning and tourism promotion and development in the coastal zone are discussed.