How to implant an intended Destination Image into the tourists mind : The case of Östersund, Sweden

Abstract: The purpose of this paper is to explain the way destination marketing works and whatneeds to be done to implant a destination image into the tourists mind. The marketingclaims that the occurrence of recognition and recall makes an image become activelyrecognized in the mind of customers. To visualize this case, the Swedish city Östersund, isexamined to show how the responsible tourist information office succeeded with theimplementation of their image into the tourists mind. To clarify this, a comparison is madefrom questionnaires hold in the summer and winter 2010 as well as an qualitative interviewwith the managing director of the tourist office in Östersund Camilla Olsson.