Tourists all over the world are confronted with a wide spectrum of travel destinations (Pike 2005, p. 258). Numerous offers are provided to the customer and the choice is dependent on the destination’s value for the individual person (Morgan et al. 2004, p. 48). Therefore, creating unique images of destinations and standing out from competitors has become a difficult task for destinations all over the world (Pike, op. cit.). For example, countries such as Italy, France or America already have strong brand images. People’s ideas and associations concerning these destinations are consistent all over the globe somehow. Take France as an example. What comes to mind when thinking about this country? One often thinks of classy, fashionable or simply the high standard of living in this country. These descriptions are the confirmation of a strong destination brand as well as the creation of an image, setting France apart from its competitors in the market (Morgan et al., op. cit., p. 29). However, creating an attractive tourist destination image (TDI) and developing a brand fully charged with emotion is a complex process. The question for destinations should not be how they can beat their rivals, but rather how they might circumvent their fellow campaigners in order to build up a strong image in the long-term (ibid., p. 13).
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