Fernando Almeida-Garcia

Image Analysis of a Tourist Destination

This chapter tries to analyse the most relevant aspects of the target image and focuses on a specific case study to verify if the hypotheses that have been raised are true or not. Over the years there have been many studies that have assessed the target image and most agree that the target image is multidimensional in nature, so there are several factors to take into account when analysing it. Therefore, sources of information are essential when creating a target image. The fact of analysing the destination image can be fundamental for marketing and tourism location. Through the study of a concrete case the city of Malaga we verified that target image is formed by cognitive and affective components and that both are fundamental for its creation. At the same time, we saw that the destination image of the city of Malaga is more linked to “sun and sand” tourism than to cultural tourism, even if the latter is the image that the destination itself tries to or would like to display.

Analysis of tourism policy in a developing country: the case of Morocco

ABSTRACT The strong growth of mass tourism since 1950 has made this industry one of the most important in the world. Many national governments have thus implemented policies aimed at generating income from tourism. This research analyses the evolution of the Moroccan tourism policy and various development strategies carried out by the government over the last 60 years. Moroccan policy managed to position the country as the top tourist destination in Africa in 2014. This study assesses public policies to demonstrate the important role played by the state in this growth process. It analyses the main tourism plans implemented by the Moroccan government, and proposes a discussion around the current tourism development model linked to international investment.