EXPLORING THE COGNITIVE IMAGE OF A TOURISM DESTINATION

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Nikolaos Stylos
Andreas Andronikidis

Keywords

Tourism destination, Cognitive image, dimensions

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.

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