Image of tourist destination: review and analysis of articles published in brazil

To view a copy of this license, visit

Tourism is a social phenomenon that promotes the individual’s escape from everyday life and the stress of the busy contemporary life (Scalabrini et al., 2015). Because of its relevance, tourism has even been indicated as the first sector of the world economy (Ansa-rah, 2002; Pérez-Nebra et al., 2010) with a steady growth rate year by year, at least until the arrival of the COVID19 pandemic at the end of the year 2019. In 2018 it generated revenues to the tune of $1.7 trillion, driving job creation, serving as a catalyst for innovation and entrepreneurship, and thus contributing to the transformation and development of entire communities (World Tourism Organization, 2019). Tourism is an activity that, when well-planned and managed, attracts investments, mobilizes the service sector, and values the local culture (Mota, 2001). That is, the tourist activity is able to promote local and regional development, in addition to, value the local identity and preserve the historical, cultural and natural heritage.

Globalization, a consequence of the technological development of means of communication and transport, has created a scenario of fiercer competition among tourist destinations and, consequently, demanded a form of tourism development that makes them competitive with competing destinations. For Añaña et al. (2016); Chagas (2009) and Scalabrini et al. (2015) the success in the development of a tourist destination is in the image that it passes to its visitors or potential visitors, due to the need that tourists have to decide which destination they will visit even before the trip, without the possibility of direct contact with the place before the choice. This fact highlights the importance of the image that the tourist has of the destination in his decision process (Santos et al., 2015).

Thus, the tourist destination image is recognized by many scholars in the area as one of the main factors responsible for influencing the tourist’s choice of destination (Añaña et al., 2016; Arruda et al., 2020; Campos et al., 2013; Carvalho et al., 2016; Chagas, 2008, 2009; Chagas et al., 2013; Ferreira et al.,

2019; Machado et al., 2010; Martichiello et al., 2016; Pérez-Nebra et al., 2010; Santana et al., 2017, 2018; Santos et al., 2015; Santos et al., 2018; Scalabrini et al., 2015, 2018; Carniello et al., 2012; Silva et al., 2012), as well as, their behavior, satisfaction, loyalty, and their recommendation to others regarding the tourist destination. Therefore, the image is a factor of paramount importance to be considered in the destination’s tourism management and planning, as a means of creating a positive image and differentiating itself from other destinations, in order to remain sustainably competitive (Arruda et al., 2020; Chagas, 2009; Chagas et al., 2013; Scalabrini et al., 2015).

The image of a place perceived by a tourist can differ significantly from the image of a resident (Santana et al., 2018). It becomes essential to know the vision of local actors about the place where they live and about the development of local tourism, according to the principles of sustainability of communitybased and creative tourism. In these approaches the tourism activity is not seen only as an economic activity. It aims to develop sustainable tourism with the inclusion of the local community in the policies and governance plans of tourism activity. In this way, the negative impacts of tourism are minimized and the generation of benefits for the local society is promoted, with the valorization of the community by the community itself, resulting from the sense of belonging and self-esteem of the population for its own identity (Emmen-doerfer et al., 2021; Richards, 2020; Habert et al., 2016; Moraes et al., 2015; Jamal et al., 1995). The closer the image perceived by the tourist is to the image that the inhabitant has of the place where he lives, the more realistic this image will be, because it presents an image that represents the local identity.

In this context, by understanding how the image of the destination is formed, it is possible to work it in the best way in favor of the destination and its community, contributing effectively to the sustainable development of tourism. Thus, the objective of this work is to carry out a systematic review of articles published in Brazil on the image of tourist destinations to provide an overview of how the studies on the subject are being carried out. As a specific objective, a synthesis of the theoretical bases of the tourist destination image construct that were presented in the articles selected for this study was carried out, as follows in the next topic.

Tourist Destination Image

For Santaella et al. (2001) the study of image can be divided into 2 domains: the image as a visual representation - drawings, paintings, engravings, photographs, among others - and; the subjective domain of the human mind image as a mental representation. Destination image is a complex construct, because it has an interdisciplinary approach that covers different areas of knowledge such as anthropology, sociology, geography, psychology and marketing, in this way, attracting researchers from various areas to the study of the subject (Campos et al., 2013; Gallarza et al., 2002; Scalabrini et al., 2015). Given this, there is no consensus among scholars on the subject as to a single conceptualization of destination image, being found several approaches.

Chagas (2008) analyzed different conceptualizations of destination image carried out by several authors (Acerenza, 2002; Big-nami, 2002; VAZ, 1999; Ituassu, 2004; Echtner et al., 1991; Kotler et al., 1994; Gallarza et al., 2002, Chagas, 2007; Ries et al., 1996) and pointed out the most relevant points among them. From this analysis it was possible to consider that the destination image consists in a mental representation that one has of a certain tourist destination from a set of impressions about it, and it can be a future projection or a past memory, result of human perception and, therefore, characterized by a great subjectivity.

In this context, the tourist has a great involvement in the choice of destination. He creates predictions and expectations before traveling, and his decision for a destination depends on the favorable image he has of the place. This image is based on internal factors, his culture, memory, previous knowledge or arising from past experiences, and factors of the external environment, such as comments from family, friends and third parties, information coming from advertisements and the media in general (Ferreira et al., 2019; Pérez-Nebra et al., 2010).

It is important to emphasize the influence of the internet, especially the social media in the construction of the image for being, currently, protagonists in the generation of information about tourist destinations, through direct and spontaneous online communication between consumers, the electronic Word-Of-Mouth [eWON - electronic Word-Of-Mouth]. For example, the Tripadvisor platform, one of the main online portals on tourism, where tourists make comments and evaluations of destinations around the world (Arruda et al., 2020). As well as institutional websites that can influence the formation of this mental image about the destination (Carvalho et al., 2016).

Thus, the formation of the image and the creation of the expectation occurs even before the actual experience, the visit in loco to get to know the place. It is then realized that the image that the individual has about a certain destination is the main factor of decision in the choice of the place that will visit. From this image, “[...] new images are accumulated, modified and redefined, also influencing postvisit behavioral intentions” (Bigne et al., 2001; Castro et al., 2007; Chen et al., 2007; Hall-mann et al., 2015; Nisco et al., 2015; Smith et al., 2015 apud Santana et al., 2017). Because the image evolves over time, it is important to work on it so that the image of the destination does not fall into the base of outdated and inappropriate stereotypes and, consequently, cause negative consequences in the short and long term. Thus, it is important that the image is evaluated and worked in order to make it positive and attractive to the public (Carvalho et al., 2016).

Therefore, in the current scenario where people get more and more information, especially through the internet, tourist destinations demand the adoption of marketing strategies to project a positive and unique image to differentiate from its competitors and remain competitive (Añaña et al., 2016; Baloglu et al., 1999), since the “[...] tourist’s decision to purchase a particular travel destination is based on a mental construction of the places, and marketing plays an important mediating role in projecting the desired image for the destination. [...]” (Machado et al., 2010). Also, one must consider that the heterogeneity of the demand, of different tourist profiles with different experiences, generates a diversity of images for the same destination (Pérez-Nebra et al., 2010; Ruschmann, 1990).

Chagas (2008) summarizes the possible image types by analyzing the work of other authors, and from this it is possible to characterize the image of a destination as follows: positive or negative (Bignami, 2002); positive, negative and neutral (Mendonça Júnior, 2004); confusing or stereotyped (Vaz, 1999); and, poor, mixed, contradictory, overly attractive (Haider; Kotler; Rein, 1994), as shown in Table 1.

Although the studies and works about destination image focus mainly on the tourist image, it is important to highlight the role of the local community, which is related to the concept of place belonging (Carniello et al., 2012) and can be subdivided into residents, businessmen / professionals and politicians / public management (Krippendorf, 2000). Research on community image has been conducted following two streams. On one hand, considering the active role of the residents, making the comparison between the opinions of the community and the tourists. On the other, focusing on the passive role of residents, being considered an integral part of the destination in relation to the development of local tourism and, thus, being an element that composes the local image for tourists (Chagas, 2008; Gallarza et al., 2002).

The importance of the image for the destination highlights the essentiality of image management policies in the process of planning and management of tourism development, being marketing a strategic tool for promoting the local image. In this sense, it is necessary to understand which are the dimensions and factors responsible for the formation of the destination image in order to make possible the evaluation of the local image among the various actors of tourism to guide the decision-making process of local managers, as well as the private initiative.

Table 1 – Possible situations regarding the image of destinations

Image Type	Characterization
Overly Attractive	Those few destinations that have excessive attractiveness. There is a need for greater control and responsibility in promotion, because they may have problems supporting so many people interested in visiting it
Positive / attractive	It is that image that favors the destination. It strongly encourages tourists to come to the place. There is no need to change the image, it is only necessary to spread the word to more potential markets
Contradictory	It is the one that gives rise to different perspectives when analyzing the image
Poor / low	It is the one with low attractive potential, either due to lack of publicity or even natural/artificial resources for tourism
Neutral	The one that does not provoke any feeling of attraction or repulsion in the tourist consumer
Negative / repulsive	The one in which one or more unfavorable aspects present themselves in a more intense way than the possible favorable aspects to the target public of the destination
Mixed	That which represents a mix of attractive and repulsive components, at the same time that it arouses interest it causes feelings of uncertainty or resentment
Stereotype	Those in which some aspect of the destination has taken on great proportions to the point of becoming a type of “icon”, of representation when speaking of it
Distorted / confused	That which presents a certain overvaluation of some unfavorable aspect(s), not necessarily expressing the truth

Source: Elaborated by Chagas (2008), adapted from Big-nami (2002), Mendonça Júnior (2004), Vaz (1999), Haider et al. (1994).

Dimensions and Formation of the Destination Image

Being the image of a mental and general representation that the individual conceives of a certain place, it is characterized by a great subjectivity. Its formation is influenced by personal factors such as personality, cultural values and motivations; and external stimulus factors such as word-of-mouth recommendations, advertising, among others. These factors allow the evaluation of the image in 3 dimensions (Table 2): cognitive, affective, and global.

Table 2 – Different theoretical bases that address the destination image

Image Shaper	Definition	References
Cognitive	Consists of the set of beliefs and knowledge about the destination	McCleary e Baloglu (1999)
Affective	Referring to the feelings reserved for it (destination)	McCleary e Baloglu (1999)
Global	Consists of the combination of cognitive and affective factors	Beerli e Martín (2004)
Unique	The vision of the destination as singular, unique	Qu, Kim e Im (2011)

Source: Elaborated by Arruda, Silva, and Mariani (2020), based on the work of Santana and Gosling (2017).

The cognitive image is a set of beliefs and knowledge about the destination, under the prism of rationality and logic, and can evaluate attributes about: attractions, natural environment, infrastructure and development, among others. The affective image is related to the feelings provoked by the destination: stimulating/boring; pleasant/unpleasant; ex-citing/boring; relaxing/stressing. From the set of cognitive and affective dimensions, the global image of the destination is created (Baloglu et al, 1999).

Qu, Kim and Im (2011) incorporated to this model the unique image dimension, which are the unique aspects capable of differentiating a given destination from others. Being considered a factor of great relevance in the composition of the overall image of the tourist destination (Santana et al., 2018).

Still with regard to image dimensions, Echtner and Ritchie (1991) propose the existence of three continuous axes that dimension the image: the attribute-holistic, the functional-psychological, and the commonunique, as can be seen in Fig. 1. This model allows for a multidimensional understanding of the image by categorizing its components according to the set of their characteristics.

Fig. 1 – Components of the image of a tourist destination

Source: Echtner and Ritchie (1991) apud Chagas (2008)

Chagas (2008) identified theoretical models of other authors concerning the formation of the destination image. Thus, another way is to consider the image as organic and induced. The first is about the formation of the image through non-advertising sources, i.e., in conversations with family members, in books, etc., besides the previous information that one already had about the destination. The second, the induced one, is the image formed by the intentional advertisements of the tourist destination promotion marketing (Gunn, 1972).

According to Gunn (1988), image formation can be divided into seven phases: the accumulation of mental images about travel experiences, modification of these images from new information, making the decision to travel, travel to the destination, participation in the destination, return home, and finally modifications of the images based on the experiences of the trip. Or, in a more simplified way, the image can also be divided only between primary and complex, being the primary image the one formed before the tourist visits the destination, and complex, the image after the visit (Bignami, 2002).

From this theoretical presentation about the construct destination image it is possible to have a better understanding of the complexity of the theme and the objective of this research. Next, the methodology of this study will be presented.

Methodology

This is an exploratory and descriptive research of qualitative approach with data collection through bibliographic research on the theme “tourist destination image” to provide an overview of how studies on the subject are being carried out.

In order to achieve the objectives of this research, a survey of articles published in Brazil on tourist destination image was carried out using the SPELL - Scientific Periodicals Electronic Library, <>, which is a reference in Brazil as a repository of scientific articles in the areas of Public and Business Administration, Accounting and Tourism, maintained by ANPAD – National Association of Research and Graduate Studies in Administration.

“Spell is a system of indexing, search and free availability of scientific production, particularly in the areas of Public and Business Administration, Accounting and Tourism. With the central objective of promoting the access, organization, dissemination and analysis of the scientific production of distinct areas of knowledge, Spell fulfills a double mission: organize, in a single database, a significant collection of knowledge and provide free access to users interested in the scientific production [...]. Spell’s objectives are: organize the database of journals [...]; provide visibility to scientific production [...]; democratize access to information [...]; produce and make available Indicators of journal usage [...]; contribute so that the journals in the database achieve high performance [...]” (SPELL, 2012)

The survey was carried out on December 21, 2021 through the advanced search options of the site for “articles” search by “document title” with the use of the keywords “destination image”, “destination image” and “turis image”. For each term, 14, 5, and 5 were found, respectively, totaling 24 articles. The next step was to analyze the abstracts of all the articles found in order to identify those that focus on the theme tourist destination image. It was found that only 1 article (Con-ceição, 2020) did not fit the scope of analysis of this study and, for this reason, was excluded, for emphasizing the technical image construct. Thus, 23 articles were selected to compose this research, as can be seen in Table 3.

Table 3 – Number of articles selected for the study

Keyword      I Quantity of articles found

“destination image”14

“destination image”5

“image tourism”5

Total articles found

Excluded articles1

Total articles selected for the study23

Source: Own elaboration

Source: Own elaboration

From the analysis of Table 4, it is possible to identify that Chagas is the author with the largest number of publications, having 4 articles published between the years 2008 and 2013 (Chagas, 2008; 2009; Chagas; Marques; Duarte, 2013; Chagas; Sampaio; Santos, 2013), followed by Gosling with 3 (Machado; Gosling, 2010; Santana; Gosling, 2017; 2018). It is also observed that UFRN - Federal University of Rio Grande do Norte - is the institution with the largest number of researchers publishing on tourism destination images with a total of 5 articles. The UFMG – Federal University of Minas Gerais – follows in second with 3 articles. UFRN and UFMG are, precisely, the institutions where the authors Chagas and Gosling are linked, respectively.

According to Table 5, it can be seen that the articles that make up this study were published in 12 different Brazilian journals. The Brazilian Journal of Tourism Research is the journal with the largest number of articles published on the theme (6 articles), followed by the Virtual Journal of Tourism (3 articles).

The keyword is an important tool that allows search engines and indexers to find relevant articles on the searched topics. In the 23 articles studied, a total of 89 different keywords were used. From the analysis of Table 6 it is noted that the word “image” was used in the composition of 13 different keywords (Image Formation, Destination Image Formation, Image, Affective Image, Cognitive Image, Destination Image, Tourist Destination Image, Destination Image, Tourist Destination Image, Global Image, Tourist Image, Unique Image, Representative Images), resulting in a total of 31 mentions in the studied publications. This reveals that there is still no consensus among scholars on the subject as to a single terminology to determine the construct tourist destination image.

Table 4 – Authors, year of publication, and affiliation