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Journal of Vacation Marketing, Vol. 3, No. 2, 123-131 (1997)
DOI: 10.1177/135676679700300203

Managing the tourist destination's image

Xavier Font

Buckinghamshire College, Brunel University, Faculty of Leisure and Tourism, Wellesbourne Campus, Kingshill Rd, High Wycombe, Bucks HP13 5BB

A tourist destination's image is one of the most important strategic tools for creating and sustaining tourist destinations, yet images relating to tourist perceptions of regions and countries have been taken somewhat for granted in tourism marketing. This paper presents a comprehensive approach to image analysis and image management as the key tool for positioning, differentiating and promoting a tourist destination.

Key Words: image • destination • positioning • differentiation • communication


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