Elsevier

Tourism Management

Volume 29, Issue 2, April 2008, Pages 263-277
Tourism Management

Exploring the cognitive–affective nature of destination image and the role of psychological factors in its formation

https://doi.org/10.1016/j.tourman.2007.03.012Get rights and content

Abstract

The purpose of this work is to enrich the body of knowledge on destination image by examining in depth the multi-dimensional nature of this concept, as well as analysing the relationship between psychological factors and perceived image of a tourist destination. The research was conducted with 807 tourists visiting a holiday destination. As hypothesized, results found that destination image is a multi-dimensional concept formed by cognitive and affective evaluations of a place. In addition, results provide support for the influence of psychological factors, i.e. motivations and cultural values, on image that individuals have of a tourist destination before visiting it. Finally, several managerial implications concerning the promotion and positioning of tourist destinations are outlined in this study.

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

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