Evaluating the Image of Tourist Destinations: A Theoretical and Empirical Approach

Evaluating the Image of Tourist Destinations: A Theoretical and Empirical Approach

Ana Ispas (Transilvania University of Brasov, Romania), Cristinel Petrisor Constantin (Transilvania University of Brasov, Romania) and Adina Nicoleta Candrea (Transilvania University of Brasov, Romania)
DOI: 10.4018/978-1-4666-9761-4.ch002
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Abstract

As the tourism marketplace is currently highly competitive, Destination Management Organizations (DMOs) need to have a thorough understanding of the actual perception of their destinations and even of the desired perception they should have to adequately implement measures to alter or maintain such images. In this context, the present chapter provides an overview of tourist destination image evaluation, from both a theoretical and empirical perspective. It outlines the role of conducting research in order to evaluate destination image as key strategic information which has to be provided to DMOs. The chapter provides a theoretical framework to destination image evaluation as well as a case study on the evaluation of a Romanian city's image as a tourist destination.
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Background

Many specialists have paid attention to analysing the importance of tourist destination image in the planning and strategic development of a certain tourist region. People tend to associate Paris with style and romance, Japan with technology, Brazil with samba, carnival and football, Switzerland with well-being and accuracy, Germany with punctuality and Africa only with poverty and hunger. These kinds of stereotypes, either negative or positive, are the fundamental basis of our tourist behaviour. Therefore, the tourist advertising and, inherently, the image of a country play an important role in reinforcing the competitive level of a tourist destination to the others.

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