Unlocking the dichotomy of place identity/place image and its impact on place satisfaction for ecotourism destinations

Abstract

Ecotourism's destination management has been focused on the place identity built by public authorities and centered on place promotion, marketing, and branding without a match between place identity and place image perceived by the place visitors and tourists and impact on their place satisfaction. This study uses the Melgaço council in the Portuguese Peneda-Gerês National Park to measure these relationships. We used two questionnaires for tourist operators and City Hall and external stakeholders (tourists and visitors). Results show that it is possible to measure place identity and place image with the same adapted items. Place quality and place branding have a positive impact on place satisfaction. Still, the effect of place promotion and marketing is negative, revealing that the gap between place identity and place image is negatively associated with perceived place satisfaction, moderated by psychological attraction, travelling experience, and visiting experience. There are presented several practical and theoretical implications.