Business Management Dynamics Vol.2, No.10, Apr 2013, pp.35-48 ©Society for Business and Management Dynamics Destination Image on the Web: Evaluation of Pernambuco’s Official Tourism Destination Websites Salomão Alencar de Farias* 1 , Edvan Cruz Aguiar* 2 , Michelle Helena Kovacs* 3 and Francisco Vicente Sales Melo* 4 Abstract The main objective of this article is to analyze the destination image construct. More specifically on how the destination website, as a virtual place where the potential tourist can experience some attributes of the tourism service, search for information and get to know a place in a better way, may influence a destination image. To do so first is presented a literature review on destination image, how this construct relates to the use of websites and how it has been measured. Secondly, a case in Brazil was investigated: the state of Pernambuco official websites. The results indicated that the websites combine, not in a well balanced way, both functional and aesthetics characteristics. Destinations compete globally and the web seems to be the most effective instrument to target a broad audience without boundaries. The case here studied, the destination websites from Pernambuco, Brazil, offers the possibility to envision a way to understand how a website can contribute to the image construction or positioning. This paper shows a methodology that can be applied to different websites as a way to evaluate their effectiveness and to a better site design with the balance of functional and aesthetics components. Key words: Pernambuco, Image. Tourist destinations, Websites, Tourism, Brazil Available online www.bmdynamics.com ISSN: 2047-7031 INTRODUCTION Tourism is one of the sectors that offer the most significant contribution to the economic development of countries. Provides income and jobs to a region, while impacting different related industries (Martin et al. 2007, p. 263). Destinations consist of the location where the tourists choose to go, they compete globally. To be successful a destination must have a unique image on the minds of consumers. Images are mental interpretation from reality that can be considered a continuum from reality to imaginary. This way, image is a subjective concept and depends a lot on personal interpretation. Destination image can be created by using different forms of communication. Gallarza et al. (2002, p. 56) affirm that “the importance of the tourist destination’s image is universally acknowledged, it affects the individual’s subjective perception and consequent behavior and destination choice”. The main objective of this article is to analyze the destination image construct. More specifically on how the destination website, as a virtual place where the potential tourist can experience some attributes of the tourism service, search for information and get to know a place in a better way, may influence a destination image. To do so first is presented a literature review on destination image, how this construct relates to the use of websites and how it has been measured. Secondly, a case in Brazil was investigated: the state of Pernambuco official websites. Therefore, this paper uses a combination of structured and unstructured methodologies applied to this specific location. Primary, four official websites related to the state and some of their destinations were evaluated by a group of judges using previous defined attributes. The objective was to evaluate how the website is presenting an image of the location. Then, a web survey was conducted with the use of a questionnaire, aiming to find out how the consumer perceives the location, scoring some attributes common to a tourist destination. The results indicated that the websites combine, not in a well balanced way, both functional and aesthetics characteristics. Also, the theme presented at the strategic plan for the case here investigated, that wants to present Pernambuco as a destination for beaches, sun, culinary and culture, are not always * Universidade Federal de Pernambuco (UFPE), Brasil 1 saf@ufpe.br 2 edvan.ed@gmail.com 3 michellekovacs@gmail.com 4 vicsmelo@gmail.com