Multimethod research on destination image perception: Jeju standing stones

Some places have powerful symbolic features that have a strong effect on destination image perception, and Jeju is one of those places. The Jeju standing stones, known as Dolhareubang are almost universally recognized by travelers as unique to the destination. But to determine exactly how these perceptions work in terms of destination image perception, this paper demonstrates a multimethod approach that contextualizes the Jeju standing stones in terms of commodification and culture. The methodological approach combines so-called qualitative and quantitative techniques that build from visual fieldnotes, to a pilot study, and finally to a visitor and resident response questionnaire. This survey includes residents and visitors classified by gender and as ‘urban’ or ‘rural’. This constructive approach to research works inductively and the methods have led to results that are surprisingly complimentary. Visual responses were compared independently of other data and then across the categories of demographic information, factor analysis and one-way ANOVA. Hypothetical dimensions of perception derived exclusively from visual research were empirically supported by statistical analysis. The multimethod approach demonstrated in this paper was instrumental in revealing how respondents perceive the Dolhareubang as a thing in itself and as a combination of ideas depending upon their experiences during their visit in Jeju. This paper offers the seductive conclusion that perception may be about something more than mere words can say.