Collage creation: unexplored potential in tourism research

This paper proposes collage creation as an elicitation tool of underexplored potential in tourism research. Collage creation was employed within an exploratory research investigating the destination image of Jordan. This work focuses on the process of the tool development, and reports the assessment of the tool-related trustworthiness in this specific application. Collage creation emerged to be a valuable tool; it proved efficacious in encouraging participants’ elaboration of thoughts, aiding self-expression, and disclosing preconceptions and stereotypes. Further tool development would benefit both tourism and hospitality research, while applications of the tool may be useful for destination marketing development and renewal.