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The town perception evaluation (CPA)offered in this text,
which relies on the perceptions-primarily based market segmentation concept (PBMS,
Dolnicar, Grabler & Mazanec 1999; Mazanec
& Strasser 2000; Buchta, Dolnicar, & Reutterer 2000), approaches the positioning process from a completely completely different
perspective. For the ultimate positioning technique, segments underlying the single perceptual positions must be studied in detail.
On the basis of CPA outcomes, vacation spot management can analyze the vacation spot pictures
as perceived by the vacationers, choose enticing
image positions for the long run and deduce strategic policies.
The CPA method uses a three-approach data construction and identifies archetypal destination perceptions before revealing data on which cities they have been related to, thus avoiding the false assumption of homogeneous consumers.
The basic assumption is that totally different customers harbor totally different perceptions of assorted locations in their minds.
Subsequently, averaging the perceptions and ignoring inter-individual variations in city picture
perceptions dramatically distorts the results. Usually, the picture
of a destination is studied by questioning a pattern of
tourists about their perceptions utilizing a listing of attributes after which condensing the info into common values for every particular person vacation spot.