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

Ana Ispas () and Andjelija Andreea Saragea
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Andjelija Andreea Saragea: Faculty of Economic Sciences and Business Administration, University of Transilvania, Braºov, Romania

Revista de turism - studii si cercetari in turism / Journal of tourism - studies and research in tourism, 2011, vol. 12, issue 12, 6-12

Abstract: 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 Braºov, the image that they have of the Canary Islands (perceived image).

Keywords: Tourist destination; Destination image; Canary Islands. (search for similar items in EconPapers)
Date: 2011
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Revista de turism - studii si cercetari in turism / Journal of tourism - studies and research in tourism is currently edited by Editura Universitatii Stefan cel Mare din Suceava

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