A Destination Management Company, located in Cyprus needs a clearer view on its current image position, to see if there are any discrepancies found between its desired identity and its corporate image. This research is of essence to the company since current changes in its surroundings show that a clear image position is needed to attain its desired image position. To obtain the most accurate results several methods of research have to be applied. The displayed results give a better insight of the company, its position, its corporate image and its desired identity. These findings were carefully analysed and the outcome showed that there indeed are clear discrepancies between the company’s desired identity and corporate image, this causes for a gap. A gap analysis and swot analysis are implemented to attain the most accurate information about this gap. To accomplish the company’s set objectives and reach the image position it desires a key idea is designed for the company. The final recommendation made to the company is a set schedule, when following this schedule the company should reach the image position it desires.

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