What is your gender?
Male
Female
Prefer not to tell
单选题
Younger than 20(not including 20)
From 20 to 35
From 36 to50
From 51 to 65
Older than 65(not including 65)
How many countries have you ever been in? (for the purpose of work, study and leisure, excluding home country)
How do you describe your occupation?
Student
Staff
Experts on tourism
Do you think destination is different from destination brand?
Do you think any of the following destination brand is successful?
| | Successful | Quite successful | Neutral | Quite unsuccessful | 选项1 |
| Scotland | | | | | |
| Britain | | | | | |
| Singapore | | | | | |
| New Zealand | | | | | |
| Australia | | | | | |
Could you rank these destination brands by the degree of success? ( Please put options in the boxes in order with 1 being the most successful one, and 5 is the least successful one. )
New Zealand
Australia
Scotland
Britain
Singapore
Would you like to add any other succesful destination brands?
What features do the successful destination brands that have been identified share?
What do you think is necessary for a successful destination brand?(Please tick all options you think are necessary)
Accuracy in terms of positioning and targeting
High quality of tourism products
Positive reputation
Positive attraction
Positive contribution(e.g. for society,local communities and environment )
Positivity (e.g. to feel good subjectively)
Please scale the above in importance on measuring successful destination brand from 1 to 5, with 1 being unimportant, 5 being the most important.
Accuracy in terms of positioning and targeting ★ ★ ★ ★ ★
High quality of tourism products ★ ★ ★ ★ ★
Positive reputation ★ ★ ★ ★ ★
Positive attraction ★ ★ ★ ★ ★
Positive contribution(e.g. for society,local communities and environment ) ★ ★ ★ ★ ★
Positivity (e.g. to feel good and keep pitimistic subjectively) ★ ★ ★ ★ ★
Would you like to add any other element that has not already mentioned?
Do successful destination brands that have been identified have any weakness?(Please list the weaknesses)
Please scale the following challenges for succesful destination brand, with 1 being unimportant, 5 being the most important.
Fierce competition on tourism market ★ ★ ★ ★ ★
Ethical balence on decision making (e.g. keep balance between stakeholders and sustaibable development) ★ ★ ★ ★ ★
Lack of effective and skillful leadership ★ ★ ★ ★ ★
Lack of efficient partnership ★ ★ ★ ★ ★
Attractiveness of destination and tourism product ★ ★ ★ ★ ★
Communication with customers ★ ★ ★ ★ ★
Would you like to add any other challenges not already mentioned?
Do you have any recommendations to improve destination brands?
Please define success for a destination brand