DESTINATION IMAGE MODEL AS A PART OF DESTINATION MARKETING APPROACH

Abstract

The paper examines the destination image within the high level of territories global completion. Marketing approach to tourism regions development is the main methodological approach of the author’s analysis. Destination image is defined as a complex of beliefs, ideas, impressions, expectations, emotions which tourists associate with the territory; what tourists “see” and “feel” when reflecting of this territory as a possible product to “purchase” for tourism. The presented model of destination image reflects the specificity of image formation process, cognitive and affective components as well as different objective and subjective factors. The model can be used both as a methodology for current destination image analyses and for new image building campaigns.

Keywords

• destination
• destination image
• destination marketing
• cognitive and affective components