Toronto's Image, Journal of Travel Research This article has not been published elsewhere and has not been submitted to any other journal. Toronto’s Image as a Destination: A comparative importance-satisfaction analysis by origin of visitor Marion Joppe, Ph.D. School of Hospitality and Tourism Management, Ryerson Polytechnic University 350 Victoria Street, Z224, Toronto, Ontario, Canada M5B 2K3 Phone: (416) 979-5000 Ext. 7709, Fax: (416) 979-5218, Email: mjoppe@acs.ryerson.ca David W. Martin, M.S. School of Hospitality and Tourism Management, Ryerson Polytechnic University 350 Victoria Street, Z230, Toronto, Ontario, Canada M5B 2K3 Phone: (416) 979-5000 Ext. 6701, Fax: (416) 979-5218, Email: dmartin@acs.ryerson.ca Judith Waalen, Ph.D. Centre for Quality Service Research, Ryerson Polytechnic University 350 Victoria Street, T334, Toronto, Ontario, Canada M5B 2K3 Phone: (416) 979-5000 Ext. 6570, Fax: (416) 596-9313, Email: jwaalen@acs.ryerson.ca ABSTRACT The purposes of this study were to examine Toronto visitors’ perceptions of products and services in terms of importance and satisfaction by visitor origin; and to apply the results to the importance-satisfaction model in order to identify strengths in service. The sample consisted of 359 visitors to Toronto in either August or November 1998. The results suggest that in general the overall visitors’ image of is similar. Closer analysis of the visitors’ country of origin, however, shows that there are some important differences in the attributes seen as important as well as in levels of satisfaction. ACKNOWLEDGEMENTS The study was funded by a grant from the Faculty of Business, Ryerson Polytechnic University, which we gratefully acknowledge. We also thank Alexander Karabanow for his construction of the instruments, for coordinating meetings with our external partners, and for his help in preparing of the final manuscript. KEYWORDS : destination management, destination image, customer satisfaction, importance-satisfaction analysis, destination branding, visitor perception, destination choice