Sometimes the notions people have about a brand do not even seem very sensible or relevant to those who know what the product is “really” like. But they all contribute to the customer’s deciding whether or not the brand is the one for me (Gardner & Levy 1955: 35).
Ultimately a destination brand manifests as an image (or lack of) in the mind of the consumer, which may be quite different to the self-image intended in the brand identity. In this regard there has been a lack of research into the relationship between projected and perceived destination images (Ashworth & Goodall 1990b). The images held by consumers play a significant role in travel purchase decisions. Therefore, an understanding of the ...