Have a personal or library account? Click to login
How Does Destination Image Evolve? Introducing the Co-creation of the Destination Image Approach Cover

How Does Destination Image Evolve? Introducing the Co-creation of the Destination Image Approach

Open Access
|Dec 2021

Figures & Tables

Figure 1

Destination images through destination life cycle
Destination images through destination life cycle

Contingency factors of DI for before, during, and after the visit

Period (Interaction)Destination Image Co-CreationContingency FactorsImage Dimension
Image Formation People InteractionImage Formation Organizational InteractionOther Image Formation AgentsPeopleDestination
Before (Mainly Passive)Social Networks Friends and relativesMarketing Branding actionsFilms, News, Books, etc.Tourist typologyFamiliarityEducationAgeOrigin of countryMotivationCredibility of sourceInteraction valuePerceived safetyPerceived riskTrustPhysical and cultural proximityUsage of emotional triggersDevelopment level of destinationDestination offeringsMainly Affective
During (Active)Physical contact with other tourists and local peopleContact with service providers and DMOShared atmospherePerceived quality SatisfactionDestination governanceCoordination of activitiesCreating memorable experiencesMainly Cognitive
After (Active or Passive)Social NetworksRelationships with service providers and DMOComparison with other destination (Conceptual mapping)Past experience Congruity levelCRM effectivenessAffective plus Cognitive (and Conative)

Destination Images in destination life cycle stages

Low Co-CreationHigh Positive Co-CreationHigh Negative Co-Creation
ExplorationIVery lowLimited and positive interactionsLimited and negative interactions
StageSINo self-regulated imageUni-directional P to P interactions lead to limited but positive self-regulated imageUni-directional P to P interactions lead to limited but negative self-regulated image
CoDINo ImageLimited positive aggregate of self-regulated images produces Tentative Positive ImageLimited negative aggregate of self-regulated images produces Tentative Negative Image

Development StageILow interactionPower and/or impact of interactions are high and positivePower and/or impact of interactions are high and negative
SIDue to low interaction value, Self-regulated Image is hard to occurIncreased number of interactions, including O to P, which are mostly positive, lead to positive self-regulated imageHigh volume, negative content of interactions, and also the non-existence of O to P interaction lead to negative self-regulated image
CoDIAggregate co-created DI is IndecisiveAggregate of self-images is positive, which produces Promising ImageAggregate co-created DI is negative, which produces Imminent Image

Stagnation StageIPopularity of destination is low as is the interactionDestination becomes popular mature destination thanks to the reciprocal impact of high positive interactionsHighly negative interaction values
SIFragile self-regulated image affected by contingency factors that can change easilyExponential increase of high positive bi-directional interactions (P to P, O to P, and others) leads to a highly positive self-regulated imagePopularity of destination dramatically decreasing as the self-regulated image is affected by the increasing number of negative interactions
CoDIAggregate SIs influenced by the emergent strategies of destination lead to Evasive ImageAggregate of SIs is highly positive, which leads to Premium ImageCoDI is highly negative, which leads to Dull Image

Decline StageILow interactionMedium 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 effectiveMedium to High negative interaction
SISelf-regulated Image rarely exists because of the less powerful and low impact interactionsNegative interaction value reinforces self-regulated image to be negative
CoDIDestination has never become popular, which leads it to have Naught ImageNostalgic contents of aggregate SIs lead to Evocative ImageHighly negative aggregate SIs lead to Distorted Image
DOI: https://doi.org/10.2478/ejthr-2021-0002 | Journal eISSN: 2182-4924 | Journal ISSN: 2182-4916
Language: English
Page range: 11 - 21
Submitted on: Oct 14, 2020
Accepted on: Mar 15, 2021
Published on: Dec 30, 2021
Published by: Polytechnic Institute of Leiria
In partnership with: Paradigm Publishing Services
Publication frequency: 2 issues per year

© 2021 Yıldırım Yılmaz, published by Polytechnic Institute of Leiria
This work is licensed under the Creative Commons Attribution 4.0 License.