Abstract
This study interrogates a number of issues in the knowledge field of destination image. In particular, conventional practices of deconstructing destination image are challenged, and the tourist-centric focus of previous literature is also questioned in its neglect of the resident population as one of the core stakeholder groups at the destination. Thus, this study attempts to investigate destination image from a fresh perspective. London is chosen as the researched location where mental perceptions of international tourists and local residents of the city as a leisure destination are examined. Although London has well-communicated images on the global stage, subtle differences between the two populations are identified. The inquiry of destination image as a subjective topic is emphasised in this study. This represents the challenge to duly reflect the perceptions of the researched populations. Therefore, this study implements a mixed-method research strategy with the use of Q-sort as a tool for advancing the development of image scales. The results help to strengthen the validity and reliability of the questionnaire survey in second phase of the research. In terms of data analysis, factor analysis is employed in this study to identify the underlying dimensions of London’s destination image. One-Way Analysis of Variance (ANOVA) is also used to compare the significance of the results among social-demographic sub-groups. Moreover, Independent Samples t-Test is conducted to detect whether significant image differences exist among the tourists and the residents. The findings to issues raised by the study can be grouped into three. First, in methodological terms, the study demonstrates a manageable technique that is able to reflect the subjectivity of research respondents in relating to destination image. Secondly, the findings identify subtle yet important similarities and differences between the images of the destination held by international tourists and local residents. Thirdly, the study points out the significance that destination image has for people’s support for tourism. Keywords: Tourists, Residents; Host-Guest; Destination Image; Perception; Destination Marketing; Destination Management.