The meaning and measurement of destination image.

The unprecedented growth in the tourism industry during the last fifty years has created major challenges in tourism marketing. As more and more areas of the world are developed for tourism, the destination choices available to consumers continue to expand. Furthermore, today's consumers, facilitated by increased leisure time, rising levels of disposable income and more efficient transportation networks, have the means to choose from among this much larger variety of destinations. As a result, tourism marketers are now faced with influencing consumer decision making in an increasingly complex and competitive global marketplace.

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