Analysing the destination image of Gozo from the stakeholders' perspective

Abstract

This research sets out to discover how the stakeholders operating in the Gozitan tourism industry perceive Gozo's destination image. Although Destination Management Companies implement a brand image, ultimately, it is the stakeholders themselves who carry out this image. Therefore the brand identity must live up to the image portrayed to tourists. Indeed, stakeholders have the responsibility in carrying it out effectively so that the brand equity is given value. In addition, it is critical that everyone delivers a unified brand but this is not easy as the tourism industry is comprised of a variety of stakeholders all having different opinions and perspectives. This research provides insights on whether Gozo's destination image by the stakeholders is congruent. A qualitative methodology in the form of semi structured interviews with the tourism players revealed what images they held of Gozo. Furthermore, their views were congruent on several areas about Gozo's destination image as well as on brand equity concerns being visible in certain fields. These findings suggest that there are more common aspects uniting the stakeholders together rather than in dividing them. In addition, this research highlighted aspects undermining Gozo's destination image as identified by the tourism players which again revealed their congruency.