Lisbon as a city break destination: competitive analysis as perceived by London travel agents

Previous research has failed to assess destination image from a direct competitive point of view. This study aime d to overcome this gap by proposing a methodolog y where by a destination is directly compared to its competitors . It does it from a travei agents perspective because the images that these important elements of the tourism distribution channel hold about a destination are one of the determinants in the consumer decision - making process . Lisbon was compared to two other city break destinations in both cognitive and affective images . Results showed that the competitive images of Lisbon were , to a certain extent, different to both destinations and overall Lisbon was perceived as more appealing for a city break than Copenhagen but less than Amsterdam . Implications for the management of Lisbon as a city break destination are discussed.