Other authors define the image as the sum of all beliefs, ideas and impressions that people associate with a destination (Crompton, 1979). Bigné et al. (2001) define destination image as the subjective interpretation of reality by the tourist. Therefore, the image tourists have of a destination is largely subjective because it is based on the perceptions each tourist has of all of the destinations they have been to or have heard of (San Martín and Rodriguez, 2008).