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Destination Image and Tourist Attitude

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Although destination image has been extensively investigated in relation to tourist behaviors, the ways in which perceived image influences tourist attitude toward tourist destination have rarely been examined. This study is intended to fill the research gap by testing how the cognitive image and the affective image of a tourist destination are interrelated and examines how these destination image components influence tourist attitudes toward the destination. The results indicate that cognitive image influences affective image as expected, but cognitive image components do not have direct effects on tourist attitude. Instead, affective image has a direct impact on tourist attitude. Therefore, cognitive image components appear to have only indirect influences on attitude. It was noted that safety and hospitality was the most influential cognitive image component impacting tourist attitude through affective image for Now York City. Theoretical and marketing implications are also discussed.
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Keywords: AFFECTIVE IMAGE; COGNITIVE IMAGE; DESTINATION IMAGE; TOURIST ATTITUDE

Document Type: Research Article

Publication date: 2008-12-01

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  • The aim of Tourism Analysis is to promote a forum for practitioners and academicians in the fields of Leisure, Recreation, Tourism, and Hospitality (LRTH). As a interdisciplinary journal, it is an appropriate outlet for articles, research notes, and computer software packages designed to be of interest, concern, and of applied value to its audience of professionals, scholars, and students of LRTH programs the world over.
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