This article suggests that repertory grids are an underused method of eliciting tourists’ images of potential destinations. However, repertory grids possess great potential in the field of tourism research. As opposed to methods commonly used in studies of image, the repertory grid approach is couched in well-tested psychological theory and avoids bias inherent in alternative methods due to prespecification of study attributes. The technique permits the individuals to reveal their own personal constructions of the environment. Such personal constructs are more likely to be relevant explanatory factors in the decision-making process.
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