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The purposes of this study were to identify the tourist image of a US state with limited comparative advantages and to suggest using the knowledge of the existing image to develop its competitive advantages. Telephone interviews were conducted with 417 individuals in 12 US states. Both the structured and unstructured queries showed that the state had a fuzzy image among respondents. Visitors and non-visitors held different images. Residents of nearby and far away states also had different perceptions. Practical applications of the findings in developing competitive advantages were suggested.