The use of advertising in managing destination image

Abstract

Tourism is a major world industry and many countries rely on tourism revenues in their balance of payments. It is therefore imperative that a country convey a positive image to tourists. Preferences for tourism destinations are largely dependent on the favourableness of perceptions of those destinations and advertising is one of the most efficient means of conveying images. This study examines travellers' attitudes towards a country in Southern Europe based on the amount of advertising to which they have been exposed. The results indicate that advertising is an effective means by which to improve image; however, it is uncertain whether this is a cognitive process or a mere exposure effect.