Can a Mature Sun & Beach Tourist Destination Change Its Image Among Tourists? The Case Study of Lloret de Mar

Abstract

A destination's image plays a central role in conditioning the behavior of visiting tourists, and aligning tourism strategies with social networks may contribute to a destination improving its image among visitors. This study focuses on the impact of tourist strategies on how the tourist's image of the destination changes. A case study conducted in Lloret de Mar, a mature destination with a new strategic plan to change its tourist's image, is analyzed by monitoring the comments made by tourists on social networks over three years. Using software developed by Mabrian, over 600,000 Instagram and Twitter comments were analyzed to verify whether Lloret de Mar's efforts were giving results in their main markets. The results show a perception of change in the destination's image, which in turn leads to de-seasonalization and diversification of the destination's products. The research into and implementation of a different strategic plan have enabled a repositioning of the town's image in its different markets. Despite this, however, Lloret de Mar remains a sun and sand destination