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Abstract
Determining destination image is a complex task, and the construct is often subjectively assessed. No standardized system of analysis exists to determine destination image and its related components, resulting in a variety of techniques and strategies being used. This study provides a comprehensive review of conceptual and empirical research on destination image published between January 2000 and October 2007 with the aim of identifying current and emerging trends in the area of destination image studies. Meta-analysis of 152 articles that discuss various strategies for destination image assessment summarizes the state of destination image research and examines new destination image assessment approaches. The findings are contrasted to earlier destination image reviews where appropriate.