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UNFOLDING THE UNDERLYING FACETS OF TOURISM DESTINATION IMAGE (TDI) BY SRIDAR RAMACHANDRAN & ZHENHUA LIU Sridar Ramachandran is a PhD candidate at The Scottish Hotel School, University of Strathclyde. Zhenhua Liu is a Lecturer of the School, currently supervising the above PhD candidate. THE SCOTTISH HOTEL SCHOOL UNIVERSITY OF STRATHCLYDE CURRAN BUILDING 94 CATHEDRAL STREET GLASGOW G4 0LG UNITED KINGDOM Tel: +44 141 548 4799 Fax: +44 141 552 2870 Email: sridar.ramachandran@strath.ac.uk z.h.liu@strath.ac.uk ABSTARCT This paper unfolds the components of tourism destination image (TDI) and establishes a framework to conduct tourism destination studies in totality. To achieve this, extant destination literature was examined and a primary open-ended structured survey was carried out among 23 respondents. A content analysis of the findings not only provided basic frequency measures but pave way for the authors to take it one step further to find the networks in association that formulates the TDI system. Interpreting the 9 components the authors have come up with 9 propositions to be considered to conduct a...

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