Incongruity between Expression and Experience: The Role of Imagery in Supporting the Positioning of a Tourism Destination Brand

Branding has a role to play in integrating efforts to promote tourism. The positioning strategy for the Tourism Brand Ireland initiative is based on the core values of friendly people and unspoiled beautiful scenery. Images on the main national tourism promotion websites are examined in the context of the expectations created for visitors to Ireland. As the nature of Ireland changes with increasing economic success, the sustainability of the current positioning for the Irish tourism brand may be questioned. Ongoing in-depth research into the perceptions and expectations of visitors, as well as the attitudes of the host population, is critical to guide strategic marketing planning for destinations.