Destination on the Move in the Mind of People: Investigating Destination Image of the Tourists

Abstract

It goes without saying that destination image is one of the most important factors that keeps the tourist moving i.e. to travel. Image perception before and after travel also varies that has impact on tourists revisit and recommendation to others. In this research we have tried to measure the destination image perceptions of two different time periods so that the image gap can be bridged. Initially the variables are factor analyzed to find out the latent variables that shape the image. After that paired sample t test has been conducted to test if there is any significant difference between perceptions in two time periods. We have also tried to estimate the in?uence of cultural values on destination image using ANOVA. Finally future research scope has been explored. The empirical findings reveal the evidence of an image gap that should be bridged. And surprisingly no evidence of significant influence of cultural values on destination image was found.

Keywords: Destination image, perceptions, cultural values, before and after visit image perception