Matching Tourism Type and Destination Image Perceptions in a Country Context

Abstract

Recent upheavals caused in a largely globalized macroeconomic environment have affected places and countries that previously seemed immune to challenge. Country image perceptions are gradually reconsidered while the post-recession status is in a dynamic formulation. Cities, regions and countries strive in order to market themselves professionally in the international arena (van Ham, 2001) and achieve higher levels of market orientation, possibly reinforced by factors such as market turbulence and competition intensity (Denis, Czellar and Graber, 2001). Tourism plays a crucial role in the field of country image since “it allows personal interaction with locals and the host country culture” (Dinnie, 2011, p.80). International tourism market comprises of a variety of destinations offering alternative selling propositions to a proliferation of tourism segments. A single country may provide several tourism products (i.e. distinct forms of tourism) and may be “multibought” by different groups at the same time; hence, “it must be ‘multisold’, or sold as a product to these segments based on their need” (Mossberg and Kleppe, 2005, p.9). The question raised relates to the possible effect of country image on the various tourism forms in the destination portfolio.