The formation of destination image and future behavioral intentions - An integrated approach to domestic visitors in Ba Ria - Vung Tau of Vietnam
Abstract
It is well accepted that the concept of destination image is crucial to tourism
management and destination promotion. Though, it has just emerged as an interesting
subject for research during the last three decades, which resulted in limited literature on
perceived destination image. In this context, this research is conducted to develop and
test a more comprehensive theoretical framework that deals with the formation of
destination image beginning with major determinants of its two main components,
namely cognitive and affective images. By analyzing a survey data conducted by means
of structured questionnaires from 429 visitors at prominent sites in Ba Ria – Vung Tau of
Vietnam, the results show that the type of information sources and the evaluation of
vacation experience during the trip both have significant effects on the cognitive image of
a place, whereas the affective image is influenced by tourists’ socio-psychological
motivations. The findings also illustrate a strong association between a cognitive image
and overall image of a place and there exists the mediation role of affective image
between these two attributes. In addition, it is suggested that the more favorable the
overall image is perceived, the more likelihood that the destination will be revisited and
recommended as a preferable place. Finally, a brief suggestion of appropriate
enhancement of post-visit destination image is provided to leverage its critical role in
destination positioning strategies in the modern tourism industry.
Key words: Destination image, formation of destination image, cognitive
image, affective image, future behavioral intentions, destination positioning strategy