Today, the part played by the image in the development of tourism, and, specially, as a differentiation
element of a destination area is widely acknowledged. This is reflected to a great extent in the
literature that focuses its interest on identifying the variables that motivate the purchase or stimulate
the decision process. However, the reference to feedback processes or image control mechanisms as well as
their creation, is surprising. An approach model to these processes will be exposed in this article.
