destination image.sav

This dataset was used in the article "In the Shadow of La Dolce Vita: Contradictions in Destination Image" (Journal of Quality Assurance in Hospitality & Tourism, under review). The study examines the destination image perceptions of 1,168 tourists visiting Italy and their suggestions for improving their tourism experience. Data were collected at Fiumicino - Leonardo da Vinci Airport during the summer season of 2023, using a questionnaire consisting of 9 closed-ended and 5 open-ended questions. Quantitative data were analysed with SPSS 27.0 and qualitative data with MAXQDA. The data set includes tourists' demographic profiles, travel motivations, positive (history, food, art) and negative (high cost, security, infrastructure) perceptions of Italy and their suggestions for the tourism sector. The findings show that Italy's cultural heritage is a strong attraction, but cost, security and infrastructure issues have a negative impact on destination image. The files are presented in SPSS and MAXQDA formats (1.58 MB in total). Data were collected with the approval of Kırşehir Ahi Evran University Ethics Committee (Protocol No: 2024/03/03) and informed consent of the participants. The dataset is shared under the CC-BY 4.0 licence and can be freely used for academic research. For questions, please contact [[e-mail]].