North Atlantic island destinations in tourists' minds

Purpose This study seeks to investigate the image that tourists visiting Iceland in the summer months have of Iceland as a tourist destination, and whether the positioning of Iceland, the Faroe Islands, and Greenland together as one area in tourist markets is possible or feasible. Design/methodology/approach The paper presents the results of two surveys. The first survey (unstructured) measures the holistic image of Iceland with a qualitative methodology. The second survey (structured) measures the attribute image of Iceland in comparison with five other countries – i.e. Norway, Scotland, Greenland, Finland and the Faroe Islands – with a perceptual mapping technique. Findings Results from the unstructured survey indicate that tourists have the strongest holistic image of Iceland as a scenic nature destination. Results from the structured survey indicate that tourists consider Iceland to be a safe place to visit, an opportunity for adventure, a friendly and hospitable destination, and a country of scenic and natural beauty. According to the results, Iceland, the Faroe Islands and Greenland seem to have a different image in tourists' minds. Research limitations/implications The surveys only report the perception of tourists visiting Iceland. Practical implications It is hoped that the paper will contribute to a better understanding of how to measure image and how to market (position) the North Atlantic Islands. Originality/value The study shows the value that image can have in marketing island destinations and the importance for destinations in peripheral areas to cooperate in their marketing activities.