EXPLORING THE COGNITIVE IMAGE OF A TOURISM DESTINATION

Abstract

This paper explores and evaluates the structure of the cognitive component of tourism destination image. The empirical study is operationalized in a sun-andsand tourism destination of a Greek region. Given the reported multidimensionality of the construct, and the critic on the psychometric properties of previously defined scales measuring tourism destination image, this study examines the applicability of a new scale and provides empirical evidence to propose an alternative component structure for the formation of cognitive tourism destination image. Our analysis suggests four image dimensions: (1) must-be conditions (2) attractive conditions, (3) appealing activities, and (4) natural environment. Implications are discussed.