Marketing the Beatiful Black Sheep: Studying the Image Creation Process of Destinations with Social Problems through a Dialectical Approach of Myth Makers using Photo Elicitation and Story Telling
Thesis purpose: With this study we aim to understand how the interrelationship of DMOs and consumers working as myth makers, create the overall image of a destination with social problems where especially negative imagery is avoided by DMOs. Methodology: In order to understand the dialectical image creation process of destinations with social problems a grounded theory approach, which is character