| Abstract: | This study focused on understanding how destination marketing portrays the people and places of a destination and how residents perceive the visuals used in destination marketing and promotion. Using a visual qualitative approach, the study analyzed the images of recent promotional campaigns employed by the Puerto Rico Tourism Company. The study then interviewed Puerto Rican residents regarding their attitudes toward tourism development in general and toward the specific imagery used in the campaigns. Overall, residents had rather positive opinions of tourism in Puerto Rico. They also had largely positive attitudes toward the visual imagery used to market the destination. However, they felt the portrayal was incomplete and did not reflect the modern way of Puerto Rican daily life. |
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