The Destination Brand Image of Amsterdam: A Guidebook Comparison
The aim of this research was to investigate two guidebooks, Lonely Planet Amsterdam Guidebook (2018) and Fodor’s Travel Amsterdam: With the Best of The Netherlands (2018), on the case of the tourism brand image of Amsterdam. It was encouraged by the fact that this topic had been limited analysed in the tourism industry. In both cases of the first two chapters of the guidebooks were then analysed through the five criteria of Amsterdam as a historic, sex & drugs, meeting place / tolerant, abundant in events and artistic city and a comparative content analysis based on a coding form of adjectives, nouns, and adverbs which were associated with the five criteria. Finally, the conclusion of the analysis, consists of a summary of all my findings, an answer to the research questions, a limitation of the analysis and instructions for future research, and a reflection on my research. Key words: comparative analysis, content analysis, tourism brand image, Amsterdam.
Faculteit der Letteren