Exploring place image from visitors' expected and lived experiences: A discrete choice approach

This research analysed the city image as perceived by tourists by exploring the sources of experienced or expected utility. Discrete choice models were applied to assess the importance of the different components of a city that characterise the image perceived by current and potential visitors. The city of Verona (Italy) was chosen as the case study. A survey by questionnaire involved 1,005 respondents from Germany, the most important country in terms of incoming tourists to Verona. German visitors' favourite experiences mainly include the most attractive tourist sites of the city and its typical food and wine production. However, current and potential visitors attached different importance to these experiences and showed a varying willingness to pay. The study discusses the role of tangible and intangible components acting as pull factors for new visitors and those favouring visitor loyalty.