Destination image was conceptualized as evolvingfrom an organic image, through an induced image, to a complex image. These image phases were linked to the informative, persuasive, and reminding functions of promotion. Data were analyzed from a sample of 568 prospective, first-time, and repeat long-stay winter visitors to the lower Rio Grande Valley in Texas. These three subsamples were considered likely to be reasonably reflective of the three stages of image evolution. Significant differences on all five of the image factors which were derived were found between nonvisitors and the other two subsamples. Length of stay was found to significantly affect image on two of the five factors. Differences in image based on respondents' proximity to the Valley were revealed on only one of the five factors.

A primary target market for the subtropical lower Rio Grande Valley region of South Texas is long-stay winter visitors from the midwest states. This target market is aggressively pursued by other destinations with warm winter temperatures. This article describes a six-stage process that was used to develop a position for the Valley which is unique in the minds of its prospective target market visitors, clearly differentiating it from its competitors.

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