Simbiosis entre realidad e imagen en un destino turístico
- José Ramón Cardona 1
- Antoni Serra Cantallops 1
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1
Universitat de les Illes Balears
info
ISSN: 1668-5024
Year of publication: 2013
Issue Title: Comunicación
Issue: 18
Volume: 2
Pages: 3-22
Type: Article
More publications in: Hologramática
Abstract
Ibiza is a world-famous tourism destination with a well-defined image. This paper presents a historical review that seeks to determine the components of its tourist image and the process it has been built up. The current image of Ibiza is the myth of the Mediterranean paradisiacal island inhabited by the ‘noble savage’ plus the concepts of freedom and glamour. It seems that the image is composed of standardized and universal modules (myths and concepts) that have been added at different historical times. Being the image composed leads to the problem of facilitating the existence of competing destinations with very similar image and Ibiza's only option to maintain its position in the market is to achieve a higher status image than its competitors.