Destination image is a complex mental construct of cognitive and affective
elements (knowledge and feelings).
-From positive to
QUESTION: What is the image of Vienna?
How to influence an image?
Synecdoches & connotations
Synecdoches are simplified representations
that encapsulate the whole city (cognitive) and
generate connotations (affective)
Links with satisfaction
There is a strong link between perceived quality and satisfaction and loyalty.
Pre-Image Experience+ = Post-Image
d quality =<
Why is the image so important?
Image has been described as the most important criterion for the choice of
For more information about how we can help
you manage your destination’s image