Open AccessCan a Mature Sun & Beach Tourist Destination Change Its Image Among Tourists?
Author(s) -
Jaume Marin,
Marc Grijalvo,
Lluís Mundet i Cerdán
Publication year - 2021
Publication title -
tourism
Language(s) - English
Resource type - Journals
eISSN - 1849-1545
pISSN - 1332-7461
DOI - 10.37741/t.69.4.4
Subject(s) - destination image , tourism , diversification (marketing strategy) , perception , social media , marketing , destinations , business , plan (archaeology) , advertising , geography , computer science , psychology , world wide web , archaeology , neuroscience
A destination’s image plays a central role inconditioning the behavior of visiting tourists, and aligning tourism strategieswith social networks may contribute to a destination improving its image amongvisitors. This study focuses on the impact of tourist strategies on how thetourist’s image of the destination changes. A case study conducted in Lloret deMar, a mature destination with a new strategic plan to change its tourist’simage, is analyzed by monitoring the comments made by tourists on socialnetworks over three years. Using software developed by Mabrian, over 600,000 Instagramand Twitter comments were analyzed to verify whether Lloret de Mar's efforts weregiving results in their main markets. The results show a perception of changein the destination’s image, which in turn leads to de-seasonalization anddiversification of the destination’s products. The research into andimplementation of a different strategic plan have enabled a repositioning of thetown’s image in its different markets. Despite this, however, Lloret de Mar remainsa sun and sand destination.