Theoretical orientation

Although researchers in the area of tourism are using the expression ‘destination image’, a detailed explanation and definition of this phrase is not given (Echtner and Ritchie 2003, p. 41). Nevertheless, this term was often defined as “The perceptions held by potential visitors about an area…” (Hunt 1975, p. 1). Hunt was one of the initial scientists to discuss the significance of exploring the image of a destination (Agapito et al. 2010, p. 91). This chapter provides an overview of the theoretical approaches that are selected for the area of research in this master thesis. These models have been chosen, as they seem to be the most appropriate theoretical frameworks for the content of this thesis. In combination, the theoretical models provide, on the one hand, a basic foundation for an understanding of the development of the image of a tourist destination brand and on the other hand, they cover the most appropriate theoretical models in a cultural aspect.