| REZUMAT: |
It is well known that brand image is an important concept in consumer behaviour (Dobhi & Zinkhan,
1990). Keller provides this concept with the most common and widely accepted definition: “perceptions
about a brand reflected as existing associations in consumer memory”. (1993: page). Like the
specialized studies on the image of the brands, the image of the destination has been an area of
interest in terms of tourist research in the last five decades. Why? It is important for us to have the
resources to create impressions about things and these resources can be mental images, thoughts
and so on. When it comes to a vacation destination, things get even more serious, because it’s also
about investing some financial resources and time; in cases like these, having a mental picture of the
destination we are going to visit is very important. |
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