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World Tourism Organization (WTO) recognizes image as the main aspect to be considered by a destination in its promotion and marketing process. Cities try to build valued and recognized images, established from an identity defined based on their own values. One of the strategies adopted for this construction is to hold events, through which it is possible to promote tourism, move the economy, improve the infrastructure, change the image and influence intentions to visit the destination. From the point of view of supply and demand, theorists have proposed two categories of destination image: the projected image and the perceived image. In this context, the objective of the research was to propose a model for measuring the Projected and Perceived Image through the Organizational Identity of the Volvo Ocean Race Brazil.

With a quali-quantitative approach, the study universe is composed of in-depth interviews with the main members of the organizing committee, documentary and netnographic analysis of the event's social networks. For the analysis and interpretation of qualitative data, the collective subject discourse was used. Documentary and netnographic analysis were by means of deductive content analysis and correspondence analysis.

The results supported the three secondary hypotheses of the research, leading to confirm the central hypothesis that the constructed organizational identity, projected by the image, is perceived by visitors to the event studied.

It is understood as fundamental the expansion of studies regarding projected and perceived image, identity and the possibility of its application in tourist events, as social representations, as support also for the definition of management and marketing strategies.

Examination of the image projected through photographs used in marketing materials can enable managers to identify opportunities for creating differentiated positioning in the marketplace. However, the impact of image projected through photographs has not received much attention in academic literature. This paper aims to establish a methodology using dynamic indices that allow a systematic comparative evaluation of the image projected through photographs used in marketing materials of lodging properties located in competing destinations. It also provides an empirical examination of the type of image projected through photographs of lodging properties in those destinations.

Analysis was conducted using a content analysis methodology. A total of 17,187 photographs of 5,820 lodging properties located in 15 different tourism destinations over a period of eight years were examined.

Results revealed that the proposed methodology based on dynamic comparative indices is appropriate for determining the projected image of lodging properties. The dynamic indices, which categorise photographs in three main categories: subject (people), activities (actions carried out) and contextualisation (location), allowed a systematic evaluation of the image projected of lodging properties in competing destinations. Results of the empirical analysis indicated important differences in the image projected through photographs among lodging properties located in 15 destinations.

This study provides the industry and destination marketing organisations (DMOs) with a useful and simple tool for comparatively evaluating the image projected by tourism accommodations. The methodology proposed enables managers to identify the current image and the changes in the image of their lodging properties, their destinations and those of their main competitors over the years, thus providing opportunities for development of more effective differentiation and positioning strategies in their respective target markets.

The proposed tool provides a methodology that can be used to categorise and evaluate the image represented on the photographs used in marketing materials to ensure the projection of the intended image. Furthermore, the proposed methodological tool enables managers to monitor the image projected through photographs used in competitors’ marketing materials and identify changes in their image projected over time.

In the context of integrated promotion, it is essential to promote destination images consistently across multiple digital channels. This study aims to examine the consistency of online destination images projected through the official tourism websites and the Instagram accounts of five main destinations in Southeast Asia.

Previous studies have used correspondence analyses to measure the relationship between categorical variables. In the present study, a Spearman’s rank-order correlation was performed after the correspondence analyses to cross-check the results.

Destinations in Southeast Asia tend to project images that are similar to each other. The correspondence analyses and Spearman’s correlation found that only one country in the area projected relatively consistent destination images. By contrast, the other destinations tend to promote inconsistent images through their official websites and Instagram accounts.

Previous studies have assessed the consistency of projected destination image by comparing communication channels managed by government/public organisations with channels of private sector organisations. This was achieved by comparing printed materials with digital channels. By contrast, this study highlights the importance of assessing a destination’s online projected image consistency across different digital platforms (official tourism websites and official Instagram accounts) within the perspective of integrated promotion.

Reviews of scientific publications in the area of tourism continuously find commonalities and repeatedly applied criteria in conceptualizing destination image. Much emphasis has been placed on investigating the image components (dimensions) and potential impacts as perceived by the consumer. Publications on the image formation and change, however, do not disclose many details on the process and impacts of change agents. Hence, this study aims to look into the initial stages of destination image planning and how these plans are implemented through projecting onto the official destination websites.

The text-based content analysis builds on a random sample of one-third of the tourism development plans and the respective official tourism websites of sub-provincial prefectures in China. Terms (originally phrased in Chinese language only) were extracted that could be classified as image components considering the context where they appeared.

Results exhibit a sparse application of varied and imaginative image elements in both the tourism development plans and the official websites. Deviations between intended and projected destinations are substantial. An overwhelming majority of prefectural destination management organizations (DMOs) appears to be distant from a professional implementation of an image positioning strategy.

Due to resource limitations, only a random sample of one-third of the 365 sub-provincial prefectures in China could have been screened. To draw a complete, though structurally most probably not very different, picture on the scope and variety of image elements, a complete investigation would be necessary. The projection of image items on the official websites represents a restricted view on possible image formation agents. For a more comprehensive understanding, other information channels (e.g. printed advertising material, travel catalogues and guide books) would complement the perspective on induced image agents.

From a managerial perspective, it appears to be an easy job to position a destination along one or two main appeal characteristics, particularly when the majority of these are factual aspects of geography, landscape, history or culture. Whether such a positioning strategy materializes in view of an increasing competition among destinations is questionable. The condensed image profiles identified in this study can act as blueprints for developing more pronounced positioning profiles. The variation across groups of destination image profiles and the composition of prefectures for each group reflects the potential competitive pressure that prefectures may excel unless the DMO representatives decide to go for an adapted target position.

This study is a rare attempt to analyse the intended/planned and projected image elements of a multitude of tourism destinations simultaneously. Such a comparison is usually done on a case-by-case basis only. Thus, the insights of this study go beyond the limits of an individual destination enabling structural comparisons across neighbouring and nation-wide regions.

Currently, in the literature, words such as “corporate image”, “projected image”, “construed image”, “reputation”, “organizational identity”, and “organizational culture” are often confused and superimposed. This creates a conceptual mismatch that leads to results that are hard to compare. Moreover, this leads to difficulty in individuating the correct tools to investigate these constructs. Part of this confusion is due to the lack of a framework shared by different literatures. The aim of this paper is firstly to propose a reasoned review of the literatures related to these constructs. Secondly, the authors propose a new framework and a standard terminology, in which reputation is the wider construct that includes and relates to the others.

The authors performed an extensive and multidisciplinary review in the 12 most used databases within corporate communication, organizational psychology, marketing, organizational studies, management, and business. A semiotic and relational approach was implemented as modus operandi.

The paper builds on the previous literature, clarifying labels and constructs and identifying a standard terminology to which future studies can refer in order to facilitate a multidisciplinary dialog along different disciplines.

To the authors' knowledge, this is the first review to take into consideration all of the seven constructs together and relate them within one framework. Moreover, it uses a novel approach in seeing “reputation” as an umbrella construct under which all the other constructs are grouped and included.

As one of the United Nations Educational, Scientific and Cultural Organization initiatives, the creative cities network (CCN) declares the cities that are creative in the contexts of music, gastronomy, design, etc., with the aim of promoting cooperation amongst the member cities and maintaining sustainable urban development. This study aims to identify the destination food image of Gaziantep in Turkey, which is a member gastronomy city of the CCN since 2015. Identified destination food image elements were connected to the common targets of the CCN to show how the city may contribute to the network objectives.

A two-stage research process was used in the study. First, qualitative approach was adopted for the clarification of projected and perceived destination food image elements. Projected image elements were derived from a content analysis performed on a totally 113 official, semi-official and unofficial online documents in Turkish and English. Perceived destination food image elements were identified by face-to-face interviews, conducted on 10 participants. As a result, 18 projected and 20 perceived destination food image elements were obtained. These were then grouped under 4 main and 22 sub-categories. At the second stage, destination food image elements were matched with common targets of the CCN.

Destination food image elements, obtained by two qualitative studies, are grouped under 4 main and 22 sub-categories as follows: gastronomic identity (with sub-categories of destination’s identity and local culinary culture); diversity of the destination (with sub-categories of attractiveness of the local food, ease of promotion and high brand value); gastronomic attractions (with sub-categories of restaurants and cafes, culinary museums, farmer markets, orchards, gastronomy tours, gastronomy events (e.g. festivals, competitions), culinary education, books on gastronomy, certification systems, organizations, street foods and vendors and handmade or homemade foods); and qualified workforce and stakeholders (with sub-categories of expert chefs and cooks, specialist suppliers, service personnel, locals and local authorities). These are then connected to the common CCN targets (e.g. cuisine, tourism and festivals; extension of the creative value chain; fostering cultural creativity; and sustainability).

This is one of the early research attempts in examining a member gastronomy city’s food image elements and the role that they played in the success of the CCN’s common targets. Moreover, the study contributes to the literature on the identification of (projected and perceived) destination food image by using content analysis.

The purpose of this paper is to explore how a professional accountants' Institute has projected its changing professional identity through its annual reports. Extensive research has shown that the annual report is one of an organization's most important documents to communicate with stakeholders. The New Zealand Institute of Chartered Accountants celebrated its centenary year in 2008. It is therefore timely to explore how this influential professional institute has projected its evolving identity to its stakeholders over 100 years of annual reports.

The paper uses a content analysis of archival records. The type of information and the manner of presentation via textual information and visual images in the Institute's annual reports are used to track a changing professional identity.

The analysis did not find any definitive statements of professional identity by the professional accountants' Institute. Early annual reports used a singular visual image to project authenticity. Increasing use ansd complexity of visual images and mission/vision statements projected an identity of expertise, integrity and global relevance, paralleling the impacts of globalization and advances in technology. The last decade of the Institute's annual reports reveals a sophisticated use of visual images and printing to enhance textual information. This marked a dramatic turn in the projection of professional identity whilst retaining the communication of a basic reality and professional traits to its members and stakeholders.

The paper is valuable as few other research studies have investigated the projection of changing professional identities via identity statements and visual imagery in annual reports.

A study of the published statements of Australian school administrators revealed that two distinctive configurations of power and service relationships are projected in their publically presented images of state school administration as it relates to government and the public. A previous Traditional Centralist‐Unity configuration is now being replaced by an Emergent Devolution‐Diversity conformation. Analysis was directed to (a) understanding the significance of the two images in terms of their function as public communications, and (b) accounting for the shift in the imagery in the light of pressures for change, the way administrators are interpreting change as turbulence, and the projection of counter images incorporating critiques of government school systems. To help organise analysis, it was assumed that images of system administration have the potential to communicate: 1. information, 2. explanation, 3. judgements and value positions, 4. statements designed to advance sectional interests, and 5. themes and persuasive symbols. It was also assumed that the shift in the public images of administrators may be studied in the way their images relate to three basic sources of administrative tension: tensions which arise from problems of meaning, problems of aspiration, and problems of practice.

This study aims to uncover marketing strategies to restore a positive image in times of pandemic crisis to bring tourists back to a popularly affected tourism city in China, Wuhan in Hubei Province. The paper argues that the process of restoring city image requires understanding the perceptions of Generation Z, a segment of the population who have a high propensity to travel after COVID-19.

This study employed a constructivist grounded theory approach to explore the perspectives of China’s Generation Z consumers of Wuhan’s future image to restart tourism. The data is collected through semi-structured interview of 29 respondents and analyzed with the initial, focused and theoretical coding process.

Start by narrowing the gap between projected and perceived image, the findings suggest that Generation Z could be pulled to visit Wuhan city through four core products such as dark tourism activities, special-interest leisure, heroism and storytelling.

The destination image restoration framework after health-related crisis is creatively proposed. It combines the analysis of crisis and urban characteristics from the perspective of the target audience (Generation Z) and provides specific strategies to restore the tourism city image from cognitive, affective and conative dimensions. Significantly, two novel characteristics of Generation Z (i.e. lighthearted and patriotic) emerge in addition to the typical features of this generational cohort. This study also found a high preference for a technologically oriented type of attraction that reverses the morbid COVID-19 memories into an entertainment tool.

Drawing upon an analysis of resident and visitor survey data and Macau Government Tourist Office (MGTO) press releases in 2012, the purpose of this paper is to understand the tourism destination image for this tourist historic city produced by these three key stakeholder groups in Macau.

This is achieved using a new stakeholder analysis tool, developed from previous studies, which compares the perspective of the MGTO, the city’s destination marketing organization, with that of its residents and visitors. This study examines the perceptions that residents and visitors have about the general images projected and generated in Macau.

This research highlights the multiplicity of images and producers of images in Macau.

The lesson from this case study is that public sector agencies need to acknowledge more clearly the tourism planning role of the host community in particular. The possibility of detecting disconnections and misalignments of shared destination imagery by residents and visitors has implications for the public sector in Macau and other destinations in relation to managing and developing a destination and contributes to a greater understanding of stakeholders and sustainable tourism development overall.