A New Approach to Image Analysis Through Multidimensional Scaling
- 1 January 1978
- journal article
- Published by SAGE Publications in Journal of Travel Research
- Vol. 16 (3) , 3-7
- https://doi.org/10.1177/004728757801600302
Abstract
Traditionally, images of tourist regions have been described by way of (a) content analysis of respondents' answers to open-ended questions about their per ceptions of various tourist areas and (b) through comparison of averages and per centages of responses to statements measured along some sort of Likert-type scale andlor semantic differential. This article describes a new approach to portraying images of tourist regions through use of J. B. Kruskal's multidimensional scaling program called M-D-SCAL 5-a technique hitherto unreported in the tourism and travel literature.Keywords
This publication has 4 references indexed in Scilit:
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- Analyzing Free-Response Data in Marketing ResearchJournal of Marketing Research, 1973
- Nonmetric Multidimensional Scaling: A Numerical MethodPsychometrika, 1964
- Multidimensional scaling by optimizing goodness of fit to a nonmetric hypothesisPsychometrika, 1964