Making the right impression is paramount to succeed in today’s very competitive market, where photographs have acquired a prominent role in doing so. The evaluation and analysis of destination image have been tackled mainly from the perspective of the tourists’ perceptions. However, the projected image of destinations has received limited attention in the literature and the topic has not yet been successfully operationalized. Moreover, existing literature on the projected image on photographs (PIP) is scattered and lacking of an integral approach. Thus, the aim of this article is to fill this gap by carrying a comprehensive literature review on the destination’s PIP, covering information sources analyzed, destinations included, number of pictures, time framework, methodology, and specially categorization (people, activities represented, and tourism context) and specific attributes used. As a result, this article provides researchers with a reference guide to understand the current situation of the research on this topic, context, methods, and focus of previous studies. Finally, it identifies trends and reflections on future research.

Purpose: Examination of the image projected through photographs used in marketing materials can enable managers to identify opportunities for creating differentiated positioning in the marketplace. However, the impact of image projected through photographs has not received much attention in academic literature. This paper aims to establish a methodology using dynamic indices that allow a systematic comparative evaluation of the image projected through photographs used in marketing materials of lodging properties located in competing destinations. It also provides an empirical examination of the type of image projected through photographs of lodging properties in those destinations.Design/methodology/approach: Analysis was conducted using a content analysis methodology. A total of 17,187 photographs of 5,820 lodging properties located in 15 different tourism destinations over a period of eight years were examined.Findings: Results revealed that the proposed methodology based on dynamic comparative indices is appropriate for determining the projected image of lodging properties. The dynamic indices, which categorise photographs in three main categories: subject (people), activities (actions carried out) and contextualisation (location), allowed a systematic evaluation of the image projected of lodging properties in competing destinations. Results of the empirical analysis indicated important differences in the image projected through photographs among lodging properties located in 15 destinations.Practical implications: This study provides the industry and destination marketing organisations (DMOs) with a useful and simple tool for comparatively evaluating the image projected by tourism accommodations. The methodology proposed enables managers to identify the current image and the changes in the image of their lodging properties, their destinations and those of their main competitors over the years, thus providing opportunities for development of more effective differentiation and positioning strategies in their respective target markets.Originality/value: The proposed tool provides a methodology that can be used to categorise and evaluate the image represented on the photographs used in marketing materials to ensure the projection of the intended image. Furthermore, the proposed methodological tool enables managers to monitor the image projected through photographs used in competitors’ marketing materials and identify changes in their image projected over time.

This article delves into the unique evolution of Lanzarote as a benchmark for sustainable tourism. It examines how the island’s cultural values and political influences have shaped its sustainable tourism model over the last 50 years. This study utilizes a review of academic literature on tourism sustainability and case studies, emphasising the need for a conceptual and analytical framework. By analysing Lanzarote’s sustainable practices and challenges, this article highlights the island’s paradoxical status as both a mass tourism hub and a sustainable destination, led by the artist César Manrique’s visionary approach, which seamlessly integrates art and nature while providing a blueprint for sustainable tourism. Key milestones and achievements are identified, such as UNESCO’s designation of the entire island as a Biosphere Reserve in 1993, showcasing Lanzarote’s governance approach to balancing economic, socio-cultural, and environmental sustainability. The findings underscore Lanzarote’s role as an international benchmark in sustainable tourism, offering insights and lessons applicable to other destinations. The article concludes that Lanzarote’s sustained commitment to social awareness and natural resource protection continues to address global challenges, serving as a reference for sustainable development in island tourism destinations.