Abstract
Image is a core element in a communication strategy especially in regards to destination branding and positioning strategy. The present study aims at investigating to which extent French ski resorts can develop different positioning strategies, based on tourists' perceptions of a set of pictures taken from brochures and representing the resorts in which they are staying. The results indicate that, regardless of their characteristics, resorts share a core of common and recurring images that represent the ethos of skiing holidays. A second set of images can then be used to ascertain different communication strategies and position the resort on different markets.
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