Tourism in New Caledonia: Social Construction and Marketing of Images

Tourism is an integral part of the world economy. The key to developing a successful tourism destination depends largely on the images used for tourism promotions. This paper highlights the underlying factors that govern tourism imagery, and how these are used in tourism marketing. The paper looks at the social construction of images for the purpose of consumption by different societies. Examples from New Caledonia reinforce how a destination creates, and uses existing imagery to promote the country internationally to its targeted markets