Framing the Sources of Image of a Local Area through Outcome-Based Dynamic Performance Management

This article investigates the place image concept. It aims to frame major factors impacting on the image of a local area and to suggest associated measures. The adoption of a dynamic approach enables the exploration of four major factors: the level of tourism development, the fit of contextual attributes, the strength of identity, and the level of synergy between public and private sectors. The emerging conceptual model identifies twelve performance indicators driving interdependencies between outputs and outcomes. Such a model eventually is applied to the "Taormina-Etna district" - located in Sicily (Italy) - with the intent to discussing its effectiveness.