Place Image

Place image is a central concept in several research fields, resulting from the hypothesis that the image of a country, city or a tourist destination has a marked effect on our actions and activities. Decisions such as where to live, where to travel, where to invest, where to study, or even which country to support in a conflict all result from the place's image.


A place image can be measured using several dimensions:

1. Positive place image vs. negative place image - A positive place image of a place means we feel affection for a place, we find it attractive, its residents friendly, and its fun to live in/work in/visit.

2. Rich place image vs. poor place image - A rich" image means that we know a lot about the place, we heard of it from different sources, and in many cases we also visited it. On the other hand, a poor" image means that we know very little about the place, and what we do know usually comes from only one source of information.

3. Open place image vs. close place image - Open images allow the addition of more characteristics, whereas closed images are not likely to have new characteristics added, at least not characteristics that differ from the core image.


While most places prefer to have positive, rich and open image, this is not always the case. In order to improve places image, it is important to remember that using media strategies is not enough. Solving the image crisis and improving place image requires a multi-step, holistic approach that combines practical steps for resolving the crisis, together with the use of advertising, direct marketing, sales promotion and public relations techniques.


Interested in learning more?

The official website of Eran Ketter (PhD)

Tourism marketing research by Eran Ketter

Destination marketing books by Eran Ketter

Media Strategies for Marketing Places in Crisis

Tourism destination marketing book by Eli Avraham and Eran Ketter