Is matching 'Destination Image' and 'Destination Society Stereotype’ likely to influence travellers’ attitudes toward tourism destination?

The overarching objective of this project is to develop recommendations and strategies for effective tourism marketing campaign. This objective w ill be achieved by construing the most optimal match between the images of tourist destinations and the stereotypes of their society in eliciting the most positive perceptions and attitudes towards a particular travel destination. Specific objectives: 1.To determine the most optimal compatibility between “Destination Image” and “Destination Society Stereotypes” that can bring more positive attitudes tow ards tourist destinations. 2.To investigate the extent to which “Destination Closeness Effect” influences the compatibility between “Destination Image” and “Destination Society Stereotypes” on attitudes toward tourist destinations. 3.To explore which “Destination Communication Type” should be employed to increase positive attitude tow ards tourist destinations w hen there exists compatibility between “Destination Image” and “Destination Society Stereotypes”.