THE USE OF IMAGE IN TOURISM DESTINATION MARKETING

Authors: O' Regan, M.

Start date: 29 September 1999

Place of Publication: Dublin, Ireland.

Each year states, countries, airlines, and others spend billions of pounds in an attempt to build images conductive to travel. These images whether factual or not, represent truth to a visitor in choosing a destination. In effect the image of a destination is a critical factor in a person’s destination choice process.

Successful destination marketing depends largely on the way consumers perceive the product(s) and the marketing stimuli designed to promote the product(s).

Destination marketing is used to differentiate a destination from those of their rivals. In essence, destinations with strong, competitive images are more likely to be considered and chosen in the travel decision process.

Potential visitors are likely to be aware at any given time, of limited opportunities and may only give active consideration to a very restricted set of place products. Therefore, they rely very much on destination image in choosing what destination to visit. This paper will focus on the relationship between visiting convention attendees and Ireland’s destination image as promoted through tourism destination marketing. This is to investigate whether this image lasted throughout the visiting attendees travel experience in Ireland. The question is asked whether the use of image in tourism destination marketing is sustainable in the long term over a visitors whole travel experience at a destination.

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