In a Galaxy Far, Far Away . . . Market Yourself Differently
研究消费者对旅游目的地的感知，发现消费者对目的地的定义很宽泛，距离影响感知的地理范围，且大型目的地研究不足，对长途游客的营销需调整。
The destination is the focal point of tourism marketing activities. Many definitions of destinations have been proposed in the past, but it remains unclear what a destination is from a consumer perspective at early stages of the destination choice process. Yet, it is the consumer perspective that matters most. The present study investigates consumer perceptions of what a destination is. Results indicate that (1) consumers have a very broad position on what a destination is, (2) the distance between the destination and home affects the size of the geographical area perceived as destination, and (3) geographically larger destinations are severely underresearched. Findings have implications for both tourism research and tourism marketing, indicating that destinations need to be marketed differently to long-haul tourists.