Online Tourism Destination Image of the West Region of Portugal

Tourism is a growing sector in Portugal, and its West region (‘The West’) represents an important strategic location. The online destination image projected by national tourism organizations and Digital Content Creators play an increasing role in the consumers’ destination choice, but their perceived image of the West is yet to be studied. The focus of this article is to highlight the importance of the online image of the West region of Portugal. In regard, the perspective of projected and perceived image was analysed through direct observation of the sites (i) Visit Portugal, (ii) Tourism Centre of Portugal, and Instagram hashtag #OestePortugal through the accounts of Digital Content Creators. It was concluded that the perceived online image corresponds to the image projected by the agents with tourist responsibilities of the West. It was also concluded that the main characteristic of the West is the maritime beaches as well as its culture.