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1、TheMeaningandMeasurementofAbstractAlthoughproductimagehaslongbeenpostulatedinthemarketingliteraturetohaveDestinationapowerfulinfluenceinthepurchasingprocess,itisonlyrelativelyrecentlythatthoseImageinthetourismfieldhaveattemptedtounderstandtheroleofimageinthetravelde
2、cisionprocessandtomeasuredestinationimages.Thepurposeofthispaperistoexaminetheconceptofdestinationimage.PreviousCharlotteM.Echtnerresearchinthefieldisandsummarisedandreviewedand,intheprocess,theJ.R.BrentRitchiestrengthsanddeficienciesofthemethodsusedtodefineandmeasu
3、redestinationimageareassessed.Asaresult,suggestionsforenhancingthemannerinIntroductionwhichdestinationimageisconceptualisedandmeasuredTheunprecedentedgrowthinthetourismindustryduringtheareproposed.Theselastfiftyyearshascreatedmajorchallengesintourismmarketing.Assugg
4、estionshavebothmoreandmoreareasoftheworldaredevelopedfortourism,themanagerialandtheoreticaldestinationchoicesavailabletoconsumerscontinuetoexpand.implications.Furthermore,today'sconsumers,facilitatedbyincreasedleisuretime,risinglevelsofdisposableincomeandmoreefficie
5、nttransportationnetworks,havethemeanstochoosefromamongthismuchlargervarietyofdestinations.Asaresult,tourismmarketersarenowfacedwithinfluencingconsumerdecisionmakinginanincreasinglycomplexandcompetitiveglobalmarketplace.Oneofthemostsignificantmarketingchallengesarisi
6、ngfromthissituationistheneedforaneffectivedestinationpositioningstrategy.Inordertobesuccessfullypromotedinthetargetedmarkets,adestinationmustbefavourablydifferentiatedfromitscompetition,orpositivelypositioned,inthemindsoftheconsumers.Akeycomponentofthispositioningpr
7、ocessisthecreationandmanagementofadistinctiveandappealingperception,orimage,ofthedestinationCharlotteEchtner(Calantone,DiBenetto,Hakam&Bojanic,1989).In1991wasaResearchAssociateattheWorldTourismEducation&ThestudyofdestinationimageisarelativelyrecentadditiontoResearch
8、Centre,TheUniversitythefieldoftourismresearch.However,severalstudieshaveillustratedofCalgary.thatdestinationimagesdo,indeed,influencetouri
