Dual logic for cue identification in destination marketing

Although tourism practitioners often integrate both screening and verifying procedures into their workflows, existing literature on cue identification typically focuses solely on one of these processes. This single-logic approach fails to capture the full picture of cue identification in real-world destination marketing and is subject to the inherent limitations associated with relying on a single research logic. To address this gap, this paper integrates these two single logics and formally proposes a dual-logic framework by “screening first and verifying later”. This dual-logic approach emphasizes using scientific instruments to screen potential marketing cues from destination attractions first and then validate their effectiveness in practice. By establishing both sufficient and necessary conditions within formal logic, the framework enhances the reliability and validity of cue identification. Additionally, this paper provides a common operational manual to optimize the existing cue-identification workflow. The study provides theoretical and practical implications for cue identification in destination marketing.