Evaluative constructions of domestic tourist places

Personal construct theory was used to study potential tourists' appraisive images of the major Australian domestic tourist destinations. Seven main evaluative constructs (bipolar discriminations) were identified as being commonly used to appraise destinations. The second stage of the research involved the scoring of places on those seven constructs by potential tourists. Principal components analysis of the resultant matrices showed that construct space generally comprised one main dimension which was labelled favourable - unfavourable. An exception was that older women used two dimensions when appraising destinations. These dimensions were labelled frenetic - relaxing and dull -exciting. Respondents distinguished clearly between destinations and the distinctions made were remarkably consistent over different groups of respondents defined on the basis of age, sex, and location.