Annals of the „Constantin Brâncuşi” University of Târgu Jiu, Economy Series, Special Issue ECO-TREND 2015 – Performance, Competitiveness, Creativity „ACADEMICA BRÂNCUŞI” PUBLISHER, ISSN 2344 – 3685/ISSN-L 1844 - 7007 DIFFERENT PERCEPTIONS ABOUT TOURIST IDENTITY IN THE DANUBE GATE DESTINATION SABINA GHEORGHECI ASSISTANT PH.D - UNIVERSITY OF CRAIOVA E-mail: sabibi_sabra@yahoo.com MIRELA MAZILU PROFESSOR PH.D - UNIVERSITY OF CRAIOVA E-mail: mirelamazilu2004@yahoo.com Abstract Thus, uncontrollable elements such as nice weather, nature/scenery, accessibility, transformed into controllable elements such as pleasant environment, relaxing atmosphere, infrastructure, can create a favourable artistic image that would determine the tourist to pick the destination. Uncontrollable elements such as local culture, diversity of sport activities, of restaurant, cafes etc. that can increase the value of a destination, transformed into controllable elements such as historical sites, events (cultural activities, festivals etc.) form an environment where “there are plenty of things to do” and can create a favourable psychological image that will make the tourist return to this destination. The transformation of these attributes into advantages for the tourist, so that a destination can be differentiated, takes places within a positioning strategy. Key words: image, imagery, identity, tourist imagery, tourist destination. Classification JEL: Z3, Z32, Z38, Z39 1. Introduction The image of a destination is the “total of the information and impressions sent to potential consumers about the population, infrastructure, climate, history, attractions, personal security etc.” 1 As the sight is the most important sense in forming a positive image, the visual perception of a destination can be divided into artistic image and psychological image, to better understand the attributes/variables that form the atmosphere/ambiance. Within the last years, tourism development meant mostly conceptual creation of certain attractions/destinations which, by means of the services and attractions rendered, can meet the needs and, moreover, the desires of the consumers. The image and identity are the important values/characteristics of a tourist destination in marketing. Thus, uncontrollable elements such as nice weather, nature/scenery, accessibility, transformed into controllable elements such as pleasant environment, relaxing atmosphere, infrastructure, can create a favourable artistic image that would determine the tourist to pick the destination. Uncontrollable elements such as local culture, diversity of sport activities, of restaurant, cafes etc. that can increase the value of a destination, transformed into controllable elements such as historical sites, events (cultural activities, festivals etc.) form an environment where “there are plenty of things to do” and can create a favourable psychological image that will make the tourist return to this destination. The transformation of these attributes into advantages for the tourist, so that a destination can be differentiated, takes places within a positioning strategy. Besides the differentiation variables of ”product” and ”image”, other variables (for example the personnel hired, variable that can increase or decrease the value of the tourist product offered) are also used for a tourist destination. When we practise tourism, we immediately imagine the location, we memorise, upon arrival, the moments and the images that have warmed our soul, we compare certain tourist destinations with others, having the legitimate right to eliminate images and feelings that we haven't liked. Hence, the image of a tourist destination is a variable component aggregate according to the individual/tourist, his/her motivation, education and, why not, good taste. 1 Echtner C. and Brent Ritchie J.R. - “The meaning and measurement of destination image”, Journal of Tourism Studies, 1991. 105