The importance of a good reputation
Updated: Jun 2
Your reputation rests on the opinions and beliefs of others. A good reputation gives you a huge advantage in all circumstances and can be a prerequisite in some cases. Being liked and respected will open many doors but a negative opinion will keep those same doors firmly closed.
Reputation is probably the most important asset that a person, organisation or tourism destination can have. It means loyalty and success. Reputation is definitely becoming more valuable than money. "Perception is reality" and that is why it’s vital for anyone who wishes to thrive in a competitive market to place their image and reputation management at the centre of everything they do. How do we create a strong and sterling reputation? It all begins with a positive, salient image.
What is image and how it is constructed?
Image is a mental picture of an object, person, group or place. It can also be defined as the expressive or evocative representation of a character that is projected to the public. Image is made up of both cognitive and affective components. The cognitive component is based on what we know (information) about the person, organisation or destination, and it’s this that needs to be developed in order to generate awareness. The affective component is related to more subjective evaluations (of how we feel) about the item under consideration. Successful, effective image changes can be achieved by tackling both the cognitive and affective elements.