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Destination imaging: What image formation agents are used? (Ireland)

Destination imaging: What image formation agents are used? (Ireland)

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The tourist numbers in Ireland has increased in the recent years. Ireland has not been considered as a traditional tourist destination. However, in 2018 the tourism industry experienced nearly 7.6% boost in number of tourists. This has been possible through destination imaging.

Destination imaging is the process of painting a picture of a location among the mind of aspiring tourists or visitors. This is an elaborate process and one of the key elements of this process is image formation agents.

These are various channels that promotes the destination in subtle/direct way. Especially for Ireland, their tourism industry is not overtly aggressive. The agents (Gartner, 1994) that has been used is solicited or unsolicited organic agents. This means the key agent has been word-of-mouth advertisement.

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