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EVALUATING THE IMAGE OF TOURISM DESTINATIONS. THE CASE OF THE AUTONOMOUS COMMUNITY OF THE CANARY ISLANDS

Revista de Turism - Studiisicercetari in Turism

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Title EVALUATING THE IMAGE OF TOURISM DESTINATIONS. THE CASE OF THE AUTONOMOUS COMMUNITY OF THE CANARY ISLANDS
 
Creator ISPAS, Ana; Faculty of Economic Sciences and Business Administration, University of Transilvania, Braşov, Romania
SARAGEA, Roxana - Andreea; Faculty of Economic Sciences and Business Administration, University of Transilvania, Braşov, Romania
 
Subject Tourist destination; Destination image; Canary Islands
 
Description In the context of increased competition on the international tourism market, the assessment of destination image has become a research subject for both managers aiming to improve destination positioning and academic researchers. In order to obtain a competitive advantage, every tourist destination must identify, maintain and reinforce, through appropriate marketing policies, unique items that form and build over time "the destination' s image". Accordingly, the ultimate target of the tourist destinations' promoters should be to achieve a high level of coincidence between the promoted or projected image and the perceived image of the destination, held by potential and actual tourists. Therefore, the aim of this paper is to illustrate promotional techniques and methods used by the authorities of the Canary Islands over the years (projected image), and to identify, through a survey among the citizens of Braşov, the image that they have of the Canary Islands (perceived image).
 
Publisher Editura Universitatii Stefan cel Mare din Suceava
 
Date 2011-12-20
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
 
Format application/pdf
 
Identifier http://revistadeturism.ro/rdt/article/view/53
 
Source Revista de turism - studii si cercetari in turism; No 12 (2011); 6-12
Revista de turism - studii si cercetari in turism; No 12 (2011); 6-12
 
Language eng
 
Relation http://revistadeturism.ro/rdt/article/view/53/24
 
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