Destination image rests on the minds of tourists (actual and potential). Therefore an understanding of how destination images are formed, helps in the projection of a favorable image for a destination. Please refer to Baloglu, S., & McCleary, K. W. (1999) and other publications suggested above for an understanding of the destination image formation process. Also, the Destination Image Promotion model by Li and Vogelsong (2002) could be useful in terms of promoting a favourable image of a destination. https://www.nrs.fs.fed.us/pubs/gtr/gtr_ne302/gtr_ne302_194.pdf
The answers given by Mr. Olya, Ph.D., and Mr. Mensah, Ph. D., offer na wide spectre on the issue. If needed, I can give you some references in Spanish, Portuguese and French literatures also.