Destination image and the myth of uniqueness: A profile analysis of leading Italian ski resorts

Understanding how destinations establish a distinctive image is central to destination branding research. While uniqueness is often considered a core component of destination brand equity, empirical evidence on how image attributes truly differentiate destinations remains limited. This study addresses this gap by investigating the extent to which perceived image attributes contribute to destination differentiation within a mature and highly competitive tourism context. Using ten leading Italian ski resorts as a case study, nineteen cognitive, affective, and symbolic image attributes were analyzed through an integrated application of ANOVA and profile analysis. This combined approach enables both the detection of significant attribute-level differences and the assessment of overall image profile similarity. The findings reveal strong similarities across resorts, with only minor and statistically weak variations. These results challenge the assumption that attribute-based uniqueness acts as a key differentiator and demonstrate the predominance of holistic destination impressions. The study contributes methodologically by highlighting the analytical value of combining ANOVA and profile analysis and provides managerial guidance for ski destinations in mature markets to build segment-specific image profiles based on distinct attribute combinations or leadership in selected attributes. • Introduces profile analysis as a novel and holistic method for comparing destination image configurations. • Analyzes 19 cognitive, affective, and symbolic attributes across ten leading Italian ski resorts. • Reveals that most destinations cluster within a narrow image band, with only subtle profile shape differences. • Challenges the assumption that uniqueness can be created through isolated brand attributes. • Highlights the risk of brand isomorphism in mature markets and the need for experience-based differentiation.