Analyzing Image Fragmentation in Promotional Brochures: A Case Study of Two Urban Destinations

  • Camprubi R
  • Guia J
  • Comas J
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Abstract

Tourism image is a relevant issue that affects the way in which tourists make decisions regarding their choice of destination. However, there is a lack of studies focusing on emitted images and particularly on the fragmentation of emitted images in tourism des- tinations. This article proposes a conceptual framework to analyze emitted tourism destination image fragmentation patterns and explores these patterns in two urban des- tinations, Perpignan and Girona, with the purpose of finding out why they emerge, which are their relevant dimensions, and how these are interrelated. By analyzing the promo- tional brochures of these destinations the authors first identify the attributes of their induced images and, then, by means of a cluster analysis, determine the patterns of fragmentation of their emitted image. The results show that both destinations have a slightly different image fragmentation pattern in terms of image content, and a clearly different structural pattern of image fragmentation, as Perpignan has a more centralized pattern than Girona. This difference is reflected in the higher relevance of the local destination marketing organization in the case of Perpignan.

Author-supplied keywords

  • cluster analysis
  • image fragmentation
  • projected image
  • promotional brochures
  • urban destination

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