The main advantages of free elicitation for destination image research are that it allows the respondent to describe the target stimulus in terms that are salient to the individual, rather than responding to the researchers predetermined image dimension (Reilly,1990,p.22). Another advantage is that it will measure whether the image of a destination is lacking or weak , that is, if respondents are unable to provide responses. When combined with other techniques, the free elicitation technique is best used first because it offers a spontaneous window on the image held by tourists. The lack of in – depth processing shown by the rapid reaction times and the high frequency of particular responses on free elicitation tasks indicate that this technique draws out parts of the easy - to – access stereotypical image.