Deconstructing destination image construction Available to Purchase

Tourism is leisure commodified. As a commodity, the actuality of tourism has been suggested as less important than its expressive representations. What is depicted or not depicted in destination image advertising, and on whose authority it is selected, involves a more complex question of what comprises the destination and who has the power to define its identity. Recently, there has been a shift in the promotional role of destination marketing organizations where it has broadened to include product (attraction) development and industry relations. This role extension enables a matching of authoritative voice and reconstructed reality in order to verify official imaging. The symbolism and meaning of destination image can be interpreted through a deconstructionist analysis of tourist destination advertising. This paper explores significance of tourism promotion on tourist culture as it packages touristic representations.