Jul 31st, 3:00 PM - 4:00 PM


Dream Destination: A concept of perception of leisure travellers


This exploratory study adopted grounded theory approach to investigate the concept of dream destination and its perception by travelers. The data were collected through three methods: Online travel forum, in-depth interview and focus group. Triangulation of data collected from the above three methods were used to establish the trustworthiness of the study. Based on the iteration of data analysis, the dream destination was classified into six categories and the conceptual framework of dream destination was generated.