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

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.