Projected and Perceived Image of Spain as a Tourist Destination for British Travellers

TLDR

The study examines the relationship between Spain’s projected and perceived tourist destination image among British travelers. Projected image was derived from secondary promotional sources, while perceived image was measured via a survey of 120 British tourists. The study found differences between projected and perceived images, highlighting that Spanish tourist areas’ attributes and positioning influence perception, and recommends a consumer‑focused marketing approach.

Abstract

Abstract This paper discusses the concept of tourist destination image, and in particular the relationship between the perceived and projected image of Spain in the British market. The projected image was obtained through an analysis of the principal sources of secondary information on the promotion of Spain, while the perceived image was obtained from a study carried out among 120 British tourists. Evaluation of destination attributes and positioning of Spanish tourist areas provided useful results of the perceived image. Some differences were noted between the projected and the perceived image of Spain. The paper concludes by recommending a consumer-focused orientation in marketing strategies.