Perception and Visiting Intentions: A case study of the province of Groningen

Abstract

Whether someone is likely to recommend a visit to a province or particular place to other is dependent on a few factors. Perception is argued to play a big role in deciding whether someone actually recommends a visit to others. This study takes Groningen as a case study in analyses what constructs such as attractiveness, image development and time contribute to the Image Sentiment Index or NPS-score. Attractiveness and time are deconstructed into three main concepts: leisure, work and living. Participants through Kantar Public’s panel all over the Netherlands aged 16 or older have been asked to fill in an online survey. Overall results done in various regression analyses demonstrate that leisure has the strongest effect on the NPS-score and the concept living also shows significant results. Work related activities do not appear to be correlated with an increased chance of recommending a visit.