The language of marketing hyperbole and consumer perception-The case of Glasgow.

The aim of the study was to explore the potential of a timed word association task to generate detailed insights into the perception of Glasgow city and its people which could inform destination and brand marketing. Destination marketers have a challenge to convey the tourist destination image to attract and satisfy the expectations of its visitors. Yet destination perceptions are often the result of multiple tourist visitor experiences at a location, neglecting the voice of the resident.