Exotic or erotic – contrasting images for defining destinations

Sex and sexuality are powerful human emotions that have been exploited by the tourism industry to develop aspects of destination image. Where destinations have sought to exploit sex by use of the erotic as an appealing image, sex becomes a featured selling point and may inadvertently become more important than other elements of the destination's preferred image as a result of image capture where the preferred image is displaced by a less preferred image. This paper examines the potential for image confusion when the erotic is used alongside the exotic as part of destination image. In particular, Thailand's preferred image as an exotic destination and the nation's unofficial image as a location for erotic activities are considered. Marketing implications are examined, as are potential measures that may be implemented to soften or even eliminate potentially negative impacts that are presently associated with Thailand's reputation as a center for sex tourism.