Maria Angeles Casado-Diaz, University of the West of England, United Kingdom* -
Jose Fernando Vera-Rebollo, Instituto de Investigaciones Turisticas - University of Alicante, Spain
Research has shown how destination image influences tourist behaviour and destination choice. More recently, academics have turned their attention to the way in which image can play an important role in the renewal of mature tourist destinations, particularly in maintaining their competitiveness in the global market (Rebollo and Banos, 2010; Ivars et al., 2012). This paper explores the role of destination image on tourism renewal processes of mature coastal destinations using a case study of Benidorm, Spain.
Using a qualitative approach based on in-depth interviews and content analysis this paper explores the destination image of Benidorm, Spain, as perceived by UK-based travel intermediaries and British tourists. Following Echtner and Ritchie (1993) the paper analyses the different components of Benidorm's tourist image and discusses the cognitive and affective attributes associated to the destination. Results from the qualitative analysis evidence a highly positive image of the destination among both travel intermediaries and tourists as well as a strong brand image and brand loyalty among British holidaymakers.