THE COMPARISON OF SECONDARY AND PRIMARY TOURISM DESTINATION IMAGE: SERVING AS A BRIDGE BETWEEN EXPECTATION AND EXPERIENCE AND GUIDING EFFECTIVE MARKETING AND MANAGEMENT STRATEGIES.

The article presents a direct comparison of destination image based on representative sample and empirical research of British first time visitors to the island of Corfu, Greece. The sample members were provided two questions, one at their arrival and before the departure. The study showed the pragmatic dimensions, indicated the priorities for management and marketing actions and recommended through comparison of a new kind of image.