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Tourism marketing — A question of perception

Potential tourist destinations wishing to market themselves domestically and inter nationally need to create and maintain an appropriate image in the minds of possible visitors. This paper examines methods of measuring current perception using a case- study destination in Northern France and applies this to traditional response hierarchy theory. The application and results of percep tion measurement tests in the UK and France are discussed in a broad context together with general implications for the development of communication and marketing strategies to change perceptions of potential tourists. The need for destinations to meet potential visitor expectations is considered together with the possible effects of inappropriate product and communication strategies.