Nevertheless for both leisure and business markets, perhaps the most important criterion for selecting to visit or not to visit a destination is its image. Image is the set of expectations and perceptions a prospective traveler has of a destination. Past experience of the destination or the companies involved (. airlines, hotels, tour operators); descriptions by friends and relatives; general information; and marketing campaigns develop these expectations and perception which may be true or imaginary representations. (Baloglu and Brinberg, 1997; Chon,1991 and 1992; Chacko, 1997). Interestingly, the sustainability of local resources becomes one of the most important elements.
