Understanding Destination Image

Understanding Destination Image

In the summer of 1999, a focus group was held at Ryerson Polytechnic University with a representative group of Toronto residents to explore the perceptions held about Kitchener-Waterloo and the surrounding area. Toronto residents were chosen since they represent the main market for this destination; a variety of age groups are represented as well as varying levels of knowledge about the destination.

Focus group participants were offered a financial incentive for attending the 2-hour session as well as sandwiches and refreshments, since the session was held in the early evening. The session was audio and video-taped, and the discussion was supported through the use of a Powerpoint presentation and flipcharts.

Participants were informed about the purpose and context of the focus group, since it was obvious on whose behalf it was being conducted anyway. After being given the "ground rules", participants were walked through a series of scenarios to help elicit their attitudes towards, and perceptions of, the destination.