Destination image is a complex mental construct comprising cognitive and affective elements about a place. It can be very stable over time or fluctuate from positive to negative. An image includes tangible factors like infrastructure and climate as well as intangible elements like gastronomy and cultural icons. Managing a destination's image involves influencing infrastructure, landmarks, events, and social media through public relations. Word-of-mouth and simplifying representations that encapsulate a city's essence are also important to generate feelings about a place. A strong link exists between perceived quality, satisfaction, and loyalty towards a destination.

2. 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

3. 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

4. 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
=>

5. 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

6. For more information about how we can help
you manage your destination’s image
visit metmie.com