Destination image is a complex mental construct of cognitive and affective
elements (knowledge and feelings).
Very stable
...
How to influence an image?
Infrastructur
e
Landmarks
Monuments
Public
Relations &
Social
media
Events
Perceived as
autonom...
Links with satisfaction
There is a strong link between perceived quality and satisfaction and loyalty.
Pre-Image Experienc...
Why is the image so important?
Image has been described as the most important criterion for the choice of
destination
Dest...
For more information about how we can help
you manage your destination’s image
visit metmie.com
Introduction to destination's image management
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Introduction to destination's image management

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An introduction to destination´s image management by Métonymie_

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Introduction to destination's image management

  1. 1. Destination image is a complex mental construct of cognitive and affective elements (knowledge and feelings). Very stable -Over time -From positive to negative and vice-versa Tangible and intangible -Infrastructur e -Climate -Gastronomy -Icons “Perception is reality” -Link with satisfaction QUESTION: What is the image of Vienna? Definitions
  2. 2. How to influence an image? Infrastructur e Landmarks Monuments Public Relations & Social media Events Perceived as autonomous “independent” messages Perceived as induced messages Word-of-mouth Synecdoches & connotations Synecdoches are simplified representations that encapsulate the whole city (cognitive) and generate connotations (affective) Press ads TV Radio Internet Fairs, expos Brochures, information centres
  3. 3. Links with satisfaction There is a strong link between perceived quality and satisfaction and loyalty. Pre-Image Experience+ = Post-Image Perceived quality Expectations Perceive d quality =< Perceive d quality Expectation s =>
  4. 4. Why is the image so important? Image has been described as the most important criterion for the choice of destination Destination life cycle Differentiation Target markets Innovation
  5. 5. For more information about how we can help you manage your destination’s image visit metmie.com

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