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The current research study attempted to identify to what extent the overall, generic image of a place is determined by, or related to, site specific locations within the destination. A series of answers to open-ended questions were elicited from 102 respondents in Dubai, United Arab Emirates. The data were analyzed using thematic and textual analysis using the neural network program CatPac™, a principal components analysis of dichotomous variables and Spearman rho tests of frequency ranking. The results from this study imply that two homogeneities of image are able to exist simultaneously in the visitors' minds, even though little correlation appears to exist between the images.
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Ryan et al. (2011) studied this question.
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