ABSTRACT
A traveler's choice of destination is influenced by a variety of personal and environmental factors. The organizations attempting to promote a particular destination need to have an understanding of the perceptions, attitudes, and motivations of the market sectors they address, and also of their image of that destination. The following paragraphs will attempt to
define these concepts, with specific reference to the tourism field. It is important to point out that perception, attitude, and image are sometimes used interchangeably in the marketing literature, but in what follows we will attempt to distinguish image from perception and attitude, while trying to establish their causal relationship.
