What is the concept of tourism image planning?

Tourism image planning includes tourism enterprise image planning and tourism destination image planning. The meaning of image planning of tourist destination is given here. The books at hand have different definitions, but they are all similar.

There is such a definition in the book: Tourism destination image planning refers to the operation of specific activities in which the planner plans, plans and designs the tourism destination image strategy to shape the tourism destination image in order to achieve the tourism destination goals, especially to establish a good tourism destination image, on the basis of full investigation.

I hope it's not too late.