Destination Image Consistency and Dissonance: A Content Analysis of Goa's Destination Image in Brochures and Guidebooks

Abstract

Successful destination marketing requires consistency in the use of imagery. This article employs content analysis and semiotics to examine representations of Goa, both written and visual, as they are transmitted through holiday brochures and travel guidebooks. The findings suggest that the two media offer substantially different representations. while the former tend to represent Goa as a beach holiday destination, the latter tend to reflect past marketing efforts that have promoted Goa as constituent part of India. These representations tend to be dissonant with one another and arguably this weakens the image of Goa as a destination. The study recommends that destination marketers collaborate more widely and effectively in order to ensure consistency of their destination imagery.