Exploring the cognitive–affective nature of destination image and the role of psychological factors in its formation
Introduction
At the present time, tourism is one of the sectors that provide the largest contribution to the economic development of countries (Kandampully, 2000). It contributes to the income and employment generation in society, as well as to the enrichment of many related industries. Thus, tourism is considered an extremely interesting phenomenon for both academics and practitioners. On the other hand, new demographic, socioeconomic and technological tendencies, as well as high competition among tourist destinations have recently been identified in tourism (Joppe, Martin, & Waalen, 2001). In this sense, it should be emphasized that destinations mainly compete based on their perceived images relative to competitors in the marketplace (Baloglu & Mangaloglu, 2001). Consequently, it is necessary to develop a positive image of the tourist destination in target markets to achieve a real competitive advantage (Baloglu & McCleary, 1999b; Gartner, 1993).
Recognizing the images that tourists have of a tourist destination is necessary to identify its strengths and weaknesses (Chen & Uysal, 2002), to promote it efficiently in the marketplace (Leisen, 2001) and to guarantee its competitive success (Telisman-Kosuta, 1994). Given its relevance, destination image is one of the most explored fields in tourism research (Tapachai & Waryszak, 2000). Nevertheless, more effort is required in order to explore the multi-dimensional nature and the formation of destination image. In the past, the cognitive structure of destination image has been extensively examined in tourism literature. Recently, several studies have proposed the cognitive–affective nature of destination image. In this way, this concept is integrated not only by the individuals’ cognitive evaluations, but also by their affective evaluations of a tourist destination (Kim & Richardson, 2003; Pike & Ryan, 2004). With regard to the formation, the need for more knowledge on destination image formation has recently been recognized (Gallarza, Gil, & Calderón, 2002). Stimulus factors (information sources and previous experience) and personal factors (social and psychological variables) were included by Baloglu and McCleary (1999a) in their model of destination image formation. Most previous studies have explored the role of stimulus factors and social factors in the image formation process (e.g. Baloglu, 2001; Hui & Wan, 2003; Rittichainuwat, Qu, & Brown, 2001). Unfortunately, theoretical and empirical research on the influence of psychological factors on destination image has been limited.
With this in mind, this research attempts to contribute to destination image literature in several ways. Firstly, literature is overflowing with studies that analyse only the cognitive structure of destination image (e.g. Chen & Kerstetter, 1999; Court & Lupton, 1997; Fakeye & Crompton, 1991; Hui & Wan, 2003; Leisen, 2001). In line with a more recent approach, the cognitive–affective nature of destination image is explored in this research. In particular, the first aim of this study is to identify the cognitive and affective dimensions of perception that individuals use to form their images of tourist destinations in the decision-making processes. Secondly, the influence of psychological factors on destination image is examined to enhance the body of knowledge on destination image formation. More specifically, the second aim of this study is to discover if individuals with different psychological motivations and cultural values have a different image of the tourist destination before visiting it.
Section snippets
Theoretical framework and hypotheses
The theoretical bases for the nature and formation of destination image are examined in this section. There are many contributions in literature to the destination image concept (see Table 1). Terms such as “impression”, “perception” or “mental representation” of a tourist destination are generally used in order to conceptualize destination image in tourism research.1
Methodology
Empirical research to support the hypotheses was carried out at a tourist destination in the north of Spain, Cantabria.3 A qualitative and quantitative approach was adopted in this research. Research
Analyzing the nature of destination image
First, an exploratory factor analysis was conducted with the 22 image items to identify the underlying dimensions in the destination image. An oblique rotation was used to uncover image dimensions (SPSS 11.5. version for Windows). Given that five of the 22 image items (climate, beaches, hospitality, adventure and local food) did not fill the criteria generally accepted in social research literature (Hair, Anderson, Tatham, & Black, 1998) and tourism research (Chen & Kerstetter, 1999),6
Conclusions and implications for managers
The nature and formation of destination image are two extremely interesting aspects for both academics and practitioners in tourism. Recognizing the dimensions of perception that individuals use to represent a tourist destination in their minds, as well as the factors that significantly condition these mental representations are of great help to understand and manage the decision-making and behaviour processes in tourism. With this in mind, this empirical research has attempted to contribute to
References (97)
Image variations of Turkey by familiarity index: Informational and experiential dimensions
Tourism Management
(2001)- et al.
Tourism destinations images of Turkey, Egypt, Greece, and Italy as perceived by US-based tour operators and travel agents
Tourism Management
(2001) - et al.
A model of destination image formation
Annals of Tourism Research
(1999) - et al.
Tourists’ characteristic and the perceived image of tourist destinations: A quantitative analysis—A case study of Lanzarote, Spain
Tourism Management
(2004) - et al.
Tourism image, evaluation variables and after purchase behaviour: Inter-relationship
Tourism Management
(2001) - et al.
Market positioning analysis: A hybrid approach
Annals of Tourism Research
(2002) Tourism destination image modification process: Marketing implications
Tourism Management
(1991)- et al.
Consumers’ means-end chains for “think” and “feel” products
International Journal of Research in Marketing
(1995) Risk creation in traveling: Backpacker adventure narration
Annals of Tourism Research
(2001)- et al.
Destination image: Towards a conceptual framework
Annals of Tourism Research
(2002)
Tourism information and pleasure motivation
Annals of Tourism Research
Image assessment for a destination with limited comparative advantages
Tourism Management
Push and pull relationships
Annals of Tourism Research
Motion picture impacts on destination images
Annals of Tourism Research
The influence of push and pull factors at Korean national parks
Tourism Management
Comparative analysis of tourist motivations by nationality and destinations
Tourism Management
The destination attribute management model: An empirical application to Bintan, Indonesia
Tourism Management
Pictorial element of destination in image formation
Annals of Tourism Research
The destination product and its impact on traveller perceptions
Tourism Management
Holiday destination image—The problem of assessment: An example developed in Menorca
Tourism Management
Cultural variations in perceptions of vacation attributes
Tourism Management
Thailand international travel image
Cornell Hotel and Restaurant Administration Quarterly
The use of LISREL in validating marketing constructs
International Journal of Research in Marketing
An examination of the effects of motivation and satisfaction on destination loyalty: A structural model
Tourism Management
Structural equation modelling in practice: A review and recommended two-step approach
Psychological Bulletin
Consumer behaviour and marketing action
Consumer behavior
The practice of social research
The relationship between destination images and sociodemographic and trip characteristics of international of international travellers
Journal of Vacation Marketing
A path analytic model of visitation intention involving information sources, socio-psychological motivations, and destination image
Journal of Travel and Tourism Marketing
Affective images of tourism destinations
Journal of Travel Research
US international pleasure travelers’ images of four Mediterranean destinations: A comparison of visitors and nonvisitors
Journal of Travel Research
Market segments of push and pull motivations: A canonical correlation approach
International Journal of Contemporary Hospitality Management
Travel style preferences for visiting a novel destination: A conjoint investigation across the novelty-familiarity continuum
Journal of Travel Research
Conceptualizing culture
Integrating quantitative and qualitative research: How is it done?
Qualitative Research
Multiple multinational tourism positioning using correspondence analysis
Journal of Travel Research
Travel motivations of Japanese overseas travellers: A factor–cluster segmentation approach
Journal of Travel Research
International students’ image of rural Pennsylvania as a travel destination
Journal of Travel Research
The role of destination image in tourism: A review and discussion
The Tourist Review
Measurement of tourists’ images: The repertory grid approach
Journal of Travel Research
Customer portfolio development: Modeling destination adopters, inactives, and rejecters
Journal of Travel Research
An assessment of the image of Mexico as a vacation destination and the influence of geographical location upon the image
Journal of Travel Research
The effect of cultural distance on overseas travel behaviors
Journal of Travel Research
Factors affecting time spent by near-home tourists in city destinations
Journal of Travel Research
Tourists’ images of a destination—An alternative analysis
Journal of Travel and Tourism Marketing
Tourists’ decision making and behavior processes
A model of perceived risk and intended risk-handling activity
Journal of Consumer Research
Cited by (545)
How negative factors influence youth hostel stay aftermath COVID-19 pandemic
2024, Acta PsychologicaMotivations, risks, and constraints: An analysis of affective and cognitive images for cannabis tourism in Canada
2023, Annals of Tourism Research Empirical InsightsNature dependent tourism – Combining big data and local knowledge
2023, Journal of Environmental ManagementDestination loyalty and pandemic risks: Revisiting the study of tourist loyalty during the covid-19 pandemic
2024, Tourism and Hospitality Research