Social Biases of Destination Perceptions

Abstract

This research examines how destination perceptions are socially constructed in the context of international tourism. Building on social identity theory, this research proposes that the process of international stereotyping might be triggered when two countries have conflicts, resulting in the formation of negatively biased country and destination images. The results show that individuals who have higher identification with their own country (guest country) might possess poorer evaluations of the host country. The results further indicate that biased perceptions are fairly solid in that they might not be dispelled after actual visitation. The results of this research provide evidence that destination image might be a collective construction and that biased destination perceptions might be determinant factors influencing destination choice decisions.