Fonte: Journal of Tourism & Development; v. 2, n. 21/22 (2014); 391-402
Palavras-chave:
Resumo: Tourism destination image is a complex and multidimensional concept that has been broadly studied. Literature on this theme indicates that image is determinant in consumer behavior regarding the destination. Marketing management becomes fundamental to the success of tourism destinations. Researchers and specialists in tourism marketing must pay a special attention to the image of the destination, which is relevant to the promotion strategies. This is one of the main topics of this article, besides the analysis of the way image research in Portugal as a touristic destination has been driven. It is possible to conclude that research on image in Portugal is inconsistent regarding several aspects. This research must be oriented to comparative studies between the image perceived by potential visitors and the image projected by marketing agents of the destination, allowing the identification of differences and similarities between them. Some implications are pointed out, as well as orientations for future research on tourism image in Portugal.
