Experiential perceptions of two winter sun destinations: The Algarve and Cyprus

The image, or perception, of destinations is a significant influence on the decision-making process of tourists. To identify whether the images of apparently similar destinations might differ, this paper explores the perceptions of tourists visiting two winter sun destinations: the Algarve in Portugal and Cyprus. The paper examines the primary (the motivations for the visit), the cognitive (attribute-based beliefs describing the destination) and the affective (the emotional reaction) images of each of the destinations. The results presented, based on surveys of visitors to each of the destinations, demonstrate that while the two destinations may have similar brochure images, appealing to similar markets, the images, and in particular the experiential images, held by visitors are probably different: a difference which is important for those responsible for ‘selling’ the destinations.