Abstract
Being recognized by academic literature that tourism destinations has a natural tendency to have more than one single image, this paper aims to analyse image fragmentation of an urban destination. Taking the city of Perpignan (France) as a case study, this phenomenon is analysed through a content analysis of 35 brochures and a cluster analysis, in order to find evidences and patterns of image fragmentation. Results show that tourism image is fragmented in four different profiles, although this situation is well managed by the Local Tourism Board, minimizing the possible effects of this situation.
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