Table 1
Contingency factors of DI for before, during, and after the visit
| Period (Interaction) | Destination Image Co-Creation | Contingency Factors | Image Dimension | |||
|---|---|---|---|---|---|---|
| Image Formation People Interaction | Image Formation Organizational Interaction | Other Image Formation Agents | People | Destination | ||
| Before (Mainly Passive) | Social Networks Friends and relatives | Marketing Branding actions | Films, News, Books, etc. | Tourist typology Familiarity Education Age Origin of country Motivation Credibility of source Interaction value | Perceived safety Perceived risk Trust Physical and cultural proximity Usage of emotional triggers Development level of destination Destination offerings | Mainly Affective |
| During (Active) | Physical contact with other tourists and local people | Contact with service providers and DMO | Shared atmosphere | Perceived quality Satisfaction | Destination governance Coordination of activities Creating memorable experiences | Mainly Cognitive |
| After (Active or Passive) | Social Networks | Relationships with service providers and DMO | Comparison with other destination (Conceptual mapping) | Past experience Congruity level | CRM effectiveness | Affective plus Cognitive (and Conative) |
Figure 1
Destination images through destination life cycle
Table 2
Destination Images in destination life cycle stages
| Low Co-Creation | High Positive Co-Creation | High Negative Co-Creation | ||
|---|---|---|---|---|
| Exploration | I | Very low | Limited and positive interactions | Limited and negative interactions |
| Stage | SI | No self-regulated image | Uni-directional P to P interactions lead to limited but positive self-regulated image | Uni-directional P to P interactions lead to limited but negative self-regulated image |
| CoDI | No Image | Limited positive aggregate of self-regulated images produces Tentative Positive Image | Limited negative aggregate of self-regulated images produces Tentative Negative Image | |
| Development Stage | I | Low interaction | Power and/or impact of interactions are high and positive | Power and/or impact of interactions are high and negative |
| SI | Due to low interaction value, Self-regulated Image is hard to occur | Increased number of interactions, including O to P, which are mostly positive, lead to positive self-regulated image | High volume, negative content of interactions, and also the non-existence of O to P interaction lead to negative self-regulated image | |
| CoDI | Aggregate co-created DI is Indecisive | Aggregate of self-images is positive, which produces Promising Image | Aggregate co-created DI is negative, which produces Imminent Image | |
| Stagnation Stage | I | Popularity of destination is low as is the interaction | Destination becomes popular mature destination thanks to the reciprocal impact of high positive interactions | Highly negative interaction values |
| SI | Fragile self-regulated image affected by contingency factors that can change easily | Exponential increase of high positive bi-directional interactions (P to P, O to P, and others) leads to a highly positive self-regulated image | Popularity of destination dramatically decreasing as the self-regulated image is affected by the increasing number of negative interactions | |
| CoDI | Aggregate SIs influenced by the emergent strategies of destination lead to Evasive Image | Aggregate of SIs is highly positive, which leads to Premium Image | CoDI is highly negative, which leads to Dull Image | |
| Decline Stage | I | Low interaction | Medium to High positive interaction self-regulated image of the destination is still positive but not powerful as it was to visit the destination again. Old good memories are effective | Medium to High negative interaction |
| SI | Self-regulated Image rarely exists because of the less powerful and low impact interactions | Negative interaction value reinforces self-regulated image to be negative | ||
| CoDI | Destination has never become popular, which leads it to have Naught Image | Nostalgic contents of aggregate SIs lead to Evocative Image | Highly negative aggregate SIs lead to Distorted Image |