In Search for the Definition of Reputation of Touristic Destinations: meanings and associated themes from a professional view

Abstract

Tourism marketing researchers have emphasized the importance of the image of touristic destination to select a place to visit. However, there is a lack of research on the reputation of those same touristic destinations, which can be used as a tool to attract potential visitors. Authors such as De Chernatony (1999), Gioia et al. (2000), Torres et al. (2011) argue that the focus on brand image evokes recent perceptions, which are subject to change. Therefore, reputation studies deal with more consistent impressions of the destination image and consider multiple images perceived over time. The research method was a qualitative approach. Fifteen experts were interviewed and their responses were classified into three areas of expertise: Business/Management, Marketing and Tourism. The paper’s objective was to understand the meaning of touristic destinations’ reputation and its associated themes. The responses were analyzed based on Creswell (2007) and Bardin (2008) and the data was coded on issues related to corporate reputation literature and reputation of destinations. Among the results, in general, respondents indicated the association of reputation and image and the importance of time for reputation formation. In addition, the study identified the peculiarities mentioned by each group, such as an emphasis on the social context (Tourism), the importance of management (Business/Management) and the assessment of individuals or groups (Marketing). Finally, the study demonstrated that the reputation of touristic destinations is integrated with at least four themes: communication, assessment, differentiation and time.