How do tourism products that do not match the destination's image manage to survive in a highly competitive world? Many do not, while others struggle along for years, never really being totally viable, but holding out enough hope that one day they may be. It is a challenge that vexes many special interest operators, in particular, that are trying to carve out businesses in a micro and macro competitive environment that seems inimical to their success. They face the dual challenge of, at the micro level, trying to create awareness of their product offerings in a destination that does not see value in that type of product, and at the macro level, having to compete with similar products in other destinations where the destination image and product offerings are compatible. This paper discusses the dual nature of that challenge, by proposing two frameworks. The first presents a continuum of the relationship between destination image and tourism products, while the second presents a conceptual model outlining challenge facing products when non-alignment of destination image occurs.

与目的地形象不符的旅游产品如何在竞争激烈的世界中生存？许多人没有，而其他人则挣扎了多年，从未真正完全可行，但仍抱有足够的希望，希望有一天他们可能会成为现实。这是一个让许多特殊利益运营商感到烦恼的挑战，尤其是那些试图在似乎不利于他们成功的微观和宏观竞争环境中开拓业务的运营商。他们面临双重挑战，在微观层面，试图在没有看到该类型产品价值的目的地建立对其产品供应的认识，而在宏观层面，必须与其他目的地的类似产品竞争。目标图像和产品供应是兼容的。本文讨论了这一挑战的双重性质，通过提出两个框架。第一个提出了目的地形象和旅游产品之间关系的连续体，而第二个提出了一个概念模型，概述了当目的地形象发生不一致时产品面临的挑战。