An Examination of the Role of Beneficial Image in Tourist Destination Selection

Abstract

This article outlines the use of the so-called beneficial image as a framework for the analysis of destination image for decision to visit a country for a vacation. The beneficial image is conceptualized as the image characteristics of a destination that subsequently influence tourists’ decision to visit particular vacation destinations. The beneficial image characteristics are conceptualized under five value dimensions—functional, social, emotional, epistemic, and conditional—which are a part of consumption value theory. In addition, the development of measurement in destination image via a category-based approach is outlined. The proposed framework and method are used to assess the destination images of both Thailand and the United States. The findings of the study have demonstrated the effectiveness of the proposed conceptual and methodological frameworks, both at theoretical and practical levels.