Abstract
This chapter tries to analyse the most relevant aspects of the target image and focuses on a specific case study to verify if the hypotheses that have been raised are true or not. Over the years there have been many studies that have assessed the target image and most agree that the target image is multidimensional in nature, so there are several factors to take into account when analysing it. Therefore, sources of information are essential when creating a target image. The fact of analysing the destination image can be fundamental for marketing and tourism location. Through the study of a concrete case the city of Malaga we verified that target image is formed by cognitive and affective components and that both are fundamental for its creation. At the same time, we saw that the destination image of the city of Malaga is more linked to “sun and sand” tourism than to cultural tourism, even if the latter is the image that the destination itself tries to or would like to display.
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Almeida-García, F., Domínguez-Azcue, J., Mercadé-Mele, P. (2017). Image Analysis of a Tourist Destination. In: Correia, A., Kozak, M., Gnoth, J., Fyall, A. (eds) Co-Creation and Well-Being in Tourism. Tourism on the Verge. Springer, Cham. https://doi.org/10.1007/978-3-319-44108-5_8
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DOI: https://doi.org/10.1007/978-3-319-44108-5_8
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