Measuring the Perceived Image of Lithuania Through its Destination Management Organization Website

It is generally acknowledged that the image of a tourist destination plays a significant role in the destination selection process. Consumers, while searching for destination information tend to choose a destination with a strong and favourable image. In order to design appropriate marketing strategies, it is therefore of paramount importance for a destination management organization (DMO) to understand what image exists in the minds of its potential consumers. In addition, it is vital to understand how the perceived image changes, depending on the communication channel being used. The following research aims to investigate how the destination image of Lithuania changed after the exposure to the DMO website. In order to carry out the research, a quasi-experimental design was used. The following research reveals that exposure to the DMO website facilitates change in one’s perception of the destination image, particularly in its cognitive and unique components. The research findings contribute to the improvement of the online marketing strategy of the Lithuania’s DMO.