Commercial Image Within Tourism Development Essay

1934 Words8 Pages
In the early 1970s, literature by Gunn (1972), Mayo (1973) or Haunt (1975), was the beginning of study destination image in the field of tourism. Haunt (1975) states that images perceived by individuals may affect the success of tourism development more than tangible tourism resources. Moreover, his works which focused on the role of brand image within tourism development, has surfaced the study of destination image as a notion of branding theory (Haunt, 1975). Since then, destination image has become one of the most studied themes in tourism research (Etchner and Ritchie, 2003; Pike, 2005; Tapachai and Waryszak, 2000), including both leisure and business tourism (Leisen, 2001).
The image plays a pivotal role as it affects consumer choice as well it is perceived to be a key element in the success of an organization. Due to demographic, socioeconomic and technological tendencies, and competitiveness in the tourism industry, tourist destinations achieve a competitive advantage mainly based on their perceived image relative to their competitors in target markets (Baloglu and Mangaloglu, 2001). Therefore, it is very important to create a positive image (Baloglu and McCleary, 1999; Gartner, 1994).
Different authors perceive brand image in various ways. For instance, Keller (1993, p. 4) defines brand image as “perceptions about a brand as reflected by the brand associations held in consumer memory”, where the value of the brand’s image is perceived as vital in a
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