Visitor Perceptions of the Holy Land

Over recent years the significance of Destination Image on tourists' decision-making process has been increasingly analysed and it is generally considered to be a significant factor. The Palestinian Tourism Industry provides a chance for an intriguing case study; though rich in cultural and historical attractions, Palestine suffers from an ongoing negative image. Based on research carried out in Palestine and in the UK, this book sets out to apply the concept of Destination Image to the Palestinian tourism industry, examining public perception to Palestine as a holiday destination and analysing the aims of its tourism agencies, from first-hand experience of working within the industry there. Thus, the work asks whether Palestine can overcome the unique challenges to its tourism industry, using the power of branding and marketing to overcome negative image, bringing benefits of tourism to the Palestinian people and using tourism as a tool for peace. Ultimately this book offers a crucial opportunity for tourism professionals, researchers and students to further understand the concept of Destination Image and its important role in the development of tourism.