A known scholar in tourism who has also worked as a tour guide in Iceland, Stefan Gössling, says that in only few years Iceland has changed from being a cold, scary and uninteresting area to being cool, borderline and different. Gösssling says that Iceland used to be just an area in the minds of people, but now it is a destination.
Iceland is a well defined whole which is quite clear since the area is an island in the middle of the ocean. Gunnar Þór, associate professor at the University of Iceland, says that Iceland's image has been quite negative. But when Iceland became a destination for travelers, things changed and the the island now has a positive image that is for example used for marketing.