Destination’s image

Destination’s image

Destination image is a complex mental construct of cognitive and affective elements (knowledge and feelings).

Very stable

- Over time- From positive

to negative and vice-versa

Tangible and intangible

-Infrastructure-Climate-Gastronomy-Icons

“Perception is reality”

-Link with satisfaction

QUESTION: What is the image of Vienna?

Definitions

Destination image

How to influence an image?

Infrastructure

Landmarks

Monuments

Public Relations & Social media

Events

Perceived as

autonomous

“independent”

messages

Perceived as induced messages

Word-of-mouth

Synecdoches & connotationsSynecdoches are simplified

representations that encapsulate the whole city (cognitive) and generate

connotations (affective)

Press adsTV

RadioInternet

Fairs, expos

Brochures, information

centres

Destination image

Links with satisfaction

There is a strong link between perceived quality and satisfaction and loyalty.

Pre-ImageExperienc

e+ = Post-Image

Perceived quality

Expectations

Perceived quality =<

Perceived quality

Expectations

=>

Destination imageWhy is the image so important?

Image has been described as the most important criterion for the choice of destination

Destination life cycle

DifferentiationTarget markets

Innovation

For more information about how we can helpyou manage your destination’s imagevisit metmie.com