Abstract
Based on a randomly selected sample of respondents from four different urban areas in Western Europe: Munich (Germany), Oporto (Portugal), Leon (Spain) and Bournemouth (UK), this paper adds to knowledge on destination image in two ways. First, it provides international comparisons of the same destination within Europe: Romania. Second, it focuses on rural areas as a potential destination. The main message coming out of the results presented is that Romania has much to do in terms of developing and presenting an attractive image to potential visitors from the rest of Europe.
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