Unravelling the complexity of destination image formation:
A conceptual framework

Elitza Iordanova^1*

Received: 12/09/2014 Accepted: 11/03/2015

¹Senior Lecturer in Tourism and Aviation, Buckinghamshire New University, School Management and Professional Studies, High Wycombe Campus, Queen Alexandra Road, High Wycombe, HP11 2JZ, UK; tel:
+44 (0) 1494 522 141; e-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it
^*Corresponding author

In an industry that sells experiences rather than tangible products, tourism destination image (TDI) is an important strategic marketing tool through which destinations compete with each other, strengthen their positioning on the market and attract potential visitors. TDI was an active area of researchers’ investigation; however, in recent times it seems to have received less attention leaving a significant amount of unaddressed issues. The strength of this work comes essentially from the  conceptual clarity it endeavours to provide by proposing a conceptual framework, which explicitly displays the multi-staged process of TDI formation and a set of image determinants based on previous empirical TDI research or included in other models of TDI formation, and also highlights under-researched areas that still require researchers’ attention.

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Keywords:  destination image, destination image elements, destination image formation, destination image conceptualization, destination image determinants, destination marketing

Citation: Iordanova, E. (2015) Unravelling the complexity of destination image formation: A conceptual framework. European Journal of Tourism Research 11, pp. 35-56