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Are Pictures Worth More Than a 1000 Words or…? Insights from Preferences for Agritourism Destinations

Abstract
This study assessed whether preferences for agritourism destination features vary as elicited with word statements or pictures. Paired t-tests resulted in significant differences between both assessment methods in all five agricultural features examined. In all cases, pictorial representations received significantly higher scores than word statements which may be associated with the capacity of pictures to stimulate greater cognitive elaboration. These results have practical implications for agritourism destinations because managers and marketers may over-estimate or under-estimate certain destination features depending on the type of method used to collect visitors’ preferences
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