Introduction

This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book discusses the detailed findings of empirical studies to substantiate and enrich the existing theoretical background, presenting first-hand case studies from an international perspective. The book begins by seeking to understand the importance of image as the basis of all substantial topics relating to destination marketing, such as branding and competitiveness. The methodologies of the contributing authors include both qualitative and quantitative methods, and range from surveys to additional advanced qualitative methods. The book explores the significance of understanding the multi-cultural characteristics of the tourism and hospitality industry, and of destination marketing in particular. Finally, it determines the reasons behind the disability of the development of proper and efficient branding strategies for destinations, and identifies the lack of 'destination thinking' and the inability of tourist boards to act as potential branding directors.