Developing a destination image through the perceptions of stakeholders: a case study

Abstract

This study relates to the management of recreation and tourism in protected areas (PAs) and reflects a case study developed in the Natural Park of Serras de Aire e Candeeiros. Through the perceptions of stakeholders, the objective was to contribute to the definition of this PA destination's image. Mixed methods were used, employing the triangulation of data and samples. We found a connection between tangible and intangible factors in the Natural Park of Serras de Aire e Candeeiros image, as well as the main factors that characterize this PA. We advocate that a more complete understanding of stakeholder profiles is an important aspect beyond processual features in defining destination image.