The role of destination image in tourism: An extension

Abstract

Using the evaluative congruity theory framework, this article examines the role of destination images in tourism as related to an individual tourist's satisfaction/dissatisfaction with a destination area. Through an empirical study of visitors to a multi‐faceted destination area in Virginia, USA, the researcher found that the level of a tourist's satisfaction/dissatisfaction (TS/DS) with a destination area was highly correlated to an evaluative congruity of an individual tourist's pre‐visit destination images and his/her post‐visit recollection of experiences.