Ideal and Actual Images of Backpacker Visitors to Northern Australia

Abstract

The actual and ideal destination images of 400 backpacker visitors to the wet tropics region of northern Australia were examined together with enjoyment ratings and revisitation intentions. Most prominent ideal destination images involved positive ratings of the friendliness of local residents, high quality tourist information, and freely available suit able accommodation. Most prominent actual images involved positive ratings of the varied physical environment, friendly local residents, and the destination's authenticity. Images involving friendly local residents were found to be more related to revisit intentions and higher levels of enjoyment than had been expected. Implications of these findings for this growing visitor segment are examined.