tourist destination image

The Relationship Between Tourism Destination Image and Loyalty: A Multidimensional Approach

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• First Online: 17 January 2023
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• Ovidiu I. Moisescu 3  

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• International Conference on Modern Trends in Business Hospitality and Tourism

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Destination loyalty represents an important pillar of any tourism destination’s sustainable economic development. To effectively cultivate and secure destination loyalty, hospitality businesses, as well as tourism destination management organizations need to identify and understand the factors that impact visitors’ loyalty. The current paper investigates the impact of destination image on destination loyalty, within the 4 A’s theorical framework of tourism destination, emphasizing the differential impact of each image dimension on visitors’ loyalty. For that, a self-administered paper and pencil survey was conducted among a sample of 1047 Romanians who had recently spent at least three days in a tourism destination. Overall, the results of the current study reinforce the findings of previous research, emphasizing a significant impact of tourism destination image on destination loyalty. Additionally, the current research brings new insights on this relationship, depicting the specific influence of accessibility, amenities, attractions, and ancillaries on visitors’ loyalty. Thus, the results point out that destinations’ amenities and attractions, as well as their ancillaries have significant impacts on visitors’ loyalty, with the highest impact outlined in the case of ancillaries. However, accessibility, even though considered one of the pillars of a tourism destination, is not statistically relevant for nurturing and developing destination loyalty. The results have both theoretical and practical implications. From a theoretical perspective, the current research is among the very few which clearly point out the impact of each specific dimension of tourism destination image on destination loyalty. From a practical perspective, the results emphasize the specific dimensions of visitor experience on which tourism destinations need to focus in order to develop and nurture destination loyalty.

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Moisescu, O.I. (2023). The Relationship Between Tourism Destination Image and Loyalty: A Multidimensional Approach. In: Negrușa, A.L., Coroş, M.M. (eds) Remodelling Businesses for Sustainable Development. ICMTBHT 2022. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-031-19656-0_13

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The Tourist Review

ISSN : 0251-3102

Article publication date: 1 February 1990

The goal of a behavior analysis approach to travel studies is to understand the psychological forces that motivate an individual traveler, that influence the various travel‐related decisions the individual makes, and that impact the level of satisfaction with a destination region (Chon, 1989). A number of tourism and recreation researchers have investigated the reasons why people travel; studied the traveler's travel purchase behavior; and emphasized the image of a tourist destination and the tourist's perception of an attitude toward a tourist destination.

Chon, K. (1990), "The role of destination image in tourism: A review and discussion", The Tourist Review , Vol. 45 No. 2, pp. 2-9. https://doi.org/10.1108/eb058040

Copyright © 1990, MCB UP Limited

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The Unfolding Theories on Destination Image, 1990-2020: A Content Analysis Approach

Introduction.

Early published research in tourism studies singled out the complexity of tourism destination image (TDI). The notion of TDI has been extensively applied in marketing and behavioural sciences to represent people's perceptions of products, objects, behaviours, and events driven by beliefs, feelings, and impressions (Baloglu & Brinberg, 1997; Crompton, 1979). Several authors strived to conceptualise TDI (Lawson and Baud-Bovy, 1977; Crompton, 1979; Assael, 1984; Phelps, 1986; Gartner & Hunt, 1987; Moutinho, 1987; Coshall, 2000; Kim & Richarson, 2003; Lai & Li, 2015; Kislali, Kavaratzis & Saren, 2019) to respond major questions on how images emerge and what impact they have on tourism.

TDI tend to be defined as “mental/total impressions/perceptions held by tourists about a destination” being used out of a practical concern because it is more natural to ask tourists “What is your impression of Destination A?” rather than “What is your image of Destination A?” (Lai & Li, 2015:10). Existing definitions of TDI tend to be connotative definitions (e.g. genus-and-differentia definition) such as a feeling, thought, or idea, associated in one's mind or imagination with a specific destination. Addressing the conceptual problem of TDI from a definition perspective (Gerring 1997; Kimiecik & Harris 1996), Lai and Li (2015) proposed a new definition by adopting a procedure derived from definition theory in logic studies. Results showed that TDI was “defined mainly as the mental/total impressions/perceptions held by tourists pertaining to a destination” (Lai & Li, 2015: 1). They also found that TDI definitions were quasi-theoretical in type and created by roughly following the connotative definition technique.

The intention of the present chapter is to single out the most relevant theoretical constructs that cutting-edge tourism and management studies have used since 1990. This literature review arises from previous systematic reviews by Sirakaya and Woodside (2005), Zhang, Fu and Cai Lu (2014), Li, Ali and Kim (2015), Shankar (2018), Picazo and Moreno-Gil (2019) and Chan and Peters (2020).

Main Contribution

In coherence with this Handbook of Research on Resident and Tourist Perspectives on Travel Destinations this chapter seeks to map the most relevant theoretical constructs that underpin TDI in tourism and management studies, especially from the perceived image perspective. This study highlights the multidisciplinary character of TDI which is situated in the bounds of the Science of Psychology, the Science of Marketing, Philosophy, Sociological theory, Social exchange theory, Public Management, Business Management (Stakeholder Model), Geography and Linguistics, to mention just a few. Another contribution is to demonstrate the need for more studies on the topic, suggesting future research avenues.

Since the first studies in the early 1970s, TDI was approached from multiple perspectives (Campubri, Guia & Comas, 2014). Authors like Gallarza, Saura and Garcia (2002), Pike (2002) and Tasci, Gartner, and Cavusgil (2007) later integrated these perspectives and systematized the research field.

Destination image is a key topic of investigation in the marketing scholarship in tourism studies (Cherifi, Smith, Maitland, & Stevenson, 2014; Fu, Ye, & Xiang, 2016; Stepchenkova & Li, 2013; Sun, Ryan, & Pan, 2015). From the 1970s’, TDI gained salience in models of travel decision-making because it was viewed as an important aspect of promoting information about a specific destination, “since frequently tourists make travel decision at home, before leaving, rather than on impulse along the way” (Matos, 2014: 81).

Key Terms in this Chapter

Affective Component of a Destination Image : An individual’s feelings and emotions raised by tourist destinations affected by the motivations of tourists.

Overall Component of Destination Image : An image that people develop about a tourist destination, which is a combination of cognitive and affective components and deemed as the only variable with a significant influence on the tourist’s willingness to revisit and to recommend the destination.

Cognitive Components of Destination Image : An individual’s unique knowledge, perceptions, and beliefs about the individual attributes of a destination which are observable, descriptive and measurable.

Conative Component of Tourism Destination Image : An individual’s concrete behaviour or intention to revisit and endorse the destination to others, which is related to loyalty.

Destination Image : The expression of all objective knowledge, prejudices, imagination, and emotional thoughts of an individual or group about a location being a predictor of behavioural intentions, such as destination choice and visit intention

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GOBankingRates

10 Budget-Friendly Travel Destinations for 2024

Posted: April 30, 2024 | Last updated: April 30, 2024

We've reached that time of year when everyone you know seems to have just returned from an incredible vacation or is currently on one -- and is posting up a storm about it on Instagram. With the costs of travel at a record high -- the average cost for a summer vacation has now reached $10,000, according to travel insurance marketplace Squaremouth.com -- you might be thinking that taking a vacation is simply not in the cards for you.

Find Out: Dave Ramsey: 7 Vacation Splurges That are a Waste of Money

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Here are 10 affordable destinations based on insured trip costs, as identified by Squaremouth.

• Average trip cost: $3,344

"With its rich coffee culture and cuisine, vibrant cities, and scenic landscapes, Colombia offers plenty of once-in-a-lifetime experiences at a fraction of the cost," said Mercedes Zach, travel expert at Asaptickets .

You can find cheap flights from America to Carteana or Bogota and explore the country, as safety has improved vastly over the last few decades. 

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Puerto Rico

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"A tropical Caribbean vacation can be a lot cheaper than you would expect if you aim for less expensive islands such as Puerto Rico," Zach said. 

You can arrive in Puerto Rico in less than three hours from Miami and enjoy the island's beautiful scenery. You can visit the capital city of San Juan or check out one of the beach towns like Flamenco Beach.

Learn More: 8 Tips To Fly Business Class for the Price of Economy

• Average trip cost: $3,987

Bermuda may be closer than you think. This island in the Atlantic Ocean is ideal for beach lovers and sports enthusiasts. Bermuda is also known for world-class sailing if this is something that you want to try out on your next vacation. 

• Average trip cost: $4,667

"Mexico is also an amazing tropical destination for an affordable vacation with an amazing climate and rich culture," Zach said. 

Known for gorgeous beach towns and affordable travel options, Americans have relied on Mexico as a budget travel destination for years. 

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"The first Mexican town that comes to my mind when looking for a budget-friendly beach getaway is the surf town of Puerto Escondido in the state of Oaxaca. It's famous for its untouched beaches, bohemian vibe and plenty of things to see and do around. Puerto Escondido offers you everything from snorkeling, swimming among the marine life, seeing dolphins in their natural habitat, trying out sport fishing, releasing newborn turtles and taking surf lessons to exploring the nearby beaches, such as Huatulco and the Bay of Carrizalillo."

Dominican Republic

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The Dominican Republic is known for its beautiful resorts across the island. While this may seem like a more expensive travel option, you can save a bit since the resorts offer plenty of amenities. Staying at a resort is more stress-free and you have access to the beach, pool area, hot tubs, saunas and a gym at no extra cost.

Where should you stay when visiting the Dominican Republic? Here are suggestions from Zach:

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• Average trip cost: $4,747

The island, known for its sunny climate and luxurious resorts, could be the perfect family getaway if you find a deal for a resort that fits your budget. You could enjoy the lively culture, the natural beauty, and the water sports offered. 

• Average trip cost: $5,121

If you're looking for a tropical destination, look no further than Aruba, where you can still find affordable options for the family. With some of the best white sand beaches and excellent diving options, this could be a memorable family vacation on a budget. 

• Average trip cost: $5,181

"Vietnam is a diverse country with breathtaking landscapes, amazing food scene and welcoming locals," Zach said. "Stretching from its border with China in the north to the Gulf of Thailand in the southwest, Vietnam has over 2,000 miles of majestic coastline with magnificent golden beaches, fishing villages, tropical islands, national parks, spectacular inland waterways, majestic mountains, lush rice terraces, 1,000-year-old temples, dynamic cities and historic villages, all worth exploring and falling in love with."

While the flight could add to your cost, you'll likely save money on accommodations and food when you land in Vietnam. 

"Budget accommodation ranges from $15 to $50 per night, with meals costing around $2 to $5 per dish at local eateries," said Christy Woodrow, a travel writer behind the blog Ordinary Traveler . "Transportation within the country is affordable, with domestic flights starting from $30 and local buses and trains being even cheaper."

Find Out: 5 Vacation Destinations That Middle-Class Families Can't Afford Anymore

The Bahamas

• Average trip cost: $5,325

You won't have to travel far to get to The Bahamas as you're not too far from the Florida coast, and you can swim with the pigs in The Exumas before you know it. You can find a budget resort or look up deals on hotels to have an affordable stay.

Philippines

• Average trip cost: $5,330

Traveling in the Philippines is ideal for budget-conscious travelers as you can find cheap accommodations and options once you arrive. 

"You can comfortably manage expenses at $30 to $50 per day, covering accommodation, meals, and transportation," Woodrow said. "For a more mid-range experience, budget around $70 to $100 per day."

To maximize your savings, focus on a single region of the Philippines because traveling to multiple islands can be pricey.

Gabrielle Olya contributed to the reporting for this article.

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9 Places to See the Summer Olympics Without Setting Foot in Paris

You may have trouble finding accommodations or tickets to events in Paris, but other destinations around France are hosting sports like soccer, sailing, basketball and surfing.

By Sophie Stuber

For sports fans, Paris will be the center of the universe this summer — and with 15 million Olympic and Paralympic visitors expected, it will feel like it, with crowds and high prices. But Paris isn’t the only Olympic site in France: Nine destinations outside the metro region are also hosting events, giving travelers a way to catch some action without getting caught up in the crush.

In places like Bordeaux, Marseille and even Tahiti, you can watch top athletes compete in soccer, basketball, sailing and surfing. (Tickets have been added in batches, so if the ones you want aren’t available, keep checking the ticketing site, tickets.Paris2024.org . If all else fails, the official resale platform opens on May 15 .)

And when you’re not watching sports, you can take advantage of museums, parks, design centers, and fresh food and wine options. In Nantes, you can even ride a mechanical elephant.

Here are some ideas for planning your own alternative Olympic trip.

Basketball: July 27 to Aug. 4; tickets from 50 euros ($54).

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Start with a stroll around Vieux-Lille and a coffee in the Grande Place, taking in the colorful facades of this city near the Belgian border. Head over to the St.-Sauveur area to see the Art Deco belfry and exhibitions at Gare St.-Sauveur , a former train station. On Sundays, at the rambling Wazemmes market , about 400 vendors offer produce, fish, plants, fabrics, textiles and leather goods. Head out to Parc du Héron , east of the city, to see the LaM museum (€7), with works by the likes of Pablo Picasso, Amedeo Modigliani and Joan Miró. Lille is better known for beer than for wine, and the Brasserie Gobrecht offers brewery tours every Saturday (reservations recommended).

Where to stay: Hotel de la Paix (€354 per night); Hotel Carlton (€406).

Soccer: July 24 to Aug. 2; tickets from €24.

Capital of a region best known for its wine, this small southwestern city sells local wine-walk maps at its tourist office. Stop by the Marché des Capucins , a local indoor market that also houses Bistro Poulette , a slightly chaotic and very delicious spot serving moules-frites, or mussels with fries. In the afternoon, check out the Bassins des Lumières (€15), the largest digital art center in the world, and the Cité du Vin (€21), which offers wine-tasting experiences. To wind down in a quiet wine bar, try Yarra , or for a cocktail, Symbiose . If you have time for side trips, spend a day in St.-Emilion, about 27 miles away, where you can sample great wines. Or check out the nearly 340-foot-high Dune du Pilat , the tallest sand dune in Europe — about 37 miles southwest of Bordeaux, near the beach town of Arcachon.

To stay: Les Chambres de Marie (€170); La Maison Galiène (€259); Yndo Hotel (€355); Le Palais Gallien Hôtel & Spa (€419).

Soccer: July 24 to Aug. 8; tickets from €24.

The street signs in Nantes are in both Breton and French, reflecting the city’s historical ties to Brittany. Start at Talensac Market for picnic supplies, especially radishes, local cheeses and strawberries. Pick up local delicacies like Gâteau Nantais (almond poundcake) and Far Breton (flan with Armanac-soaked prunes). Take your picnic lunch to the courtyard of the Château des Ducs de Bretagne , a medieval castle and museum (courtyard is free; museum is €9). On the Île de Nantes, a former shipyard has been transformed into a wild mechanical theme park. The Machines de l’Île mixes Jules Verne’s stories with Leonardo da Vinci’s designs in the form of a ridable mechanical elephant and sea creatures (€9.50 for the elephant ride or gallery visit). The Mémorial de l’Abolition de l’Esclavage (free) covers Nantes’s history as the most active slave-trading port in 18th-century France. The artists behind the glass-and-concrete memorial, Krzysztof Wodiczko and Julian Bonder , aimed to create “a metaphorical and emotional reminder of the primarily historical, but also very current, struggle for the abolition of slavery.”

To stay: Hotel Voltaire Opéra (€103); Hotel de la Cité (€120).

Châteauroux

Shooting: July 27 to Aug. 5; tickets from €24.

The small city not far from the Loire Valley is named for Château Raoul , the 10th-century castle that’s now part of a local official’s private residence. The best view of the château is from the Gütersloh Bridge. Follow the “coulée verte” — or green corridor — along the banks of the Indre River, stopping by Parc de Belle-Isle , which has a lake for swimming, with kayaks and stand-up paddle boards to rent, as well as a beach, playgrounds and camping. The Franciscan Cordeliers Convent (free), which dates to the 13th century, today offers contemporary art exhibits and miles of gardens, and the Bertrand Museum (free), a former 18th-century townhouse, showcases diverse collections in each of its 26 rooms, including the plaster original of the Camille Claudel sculpture “Sakuntala.”

To stay: Au Lys Blanc (€138); Les Rives du Château (€210 for a two-bedroom apartment).

Lyon and St.-Étienne

Soccer: Lyon, July 24 to Aug. 9; tickets from €24. St.-Étienne, July 24 to 31; tickets from €24.

It will be easy to catch soccer matches in either Lyon or St.-Étienne, only an hour apart by train or car in east-central France. In Lyon, often called the gastronomic capital of France, visit the majestic Notre-Dame de Fourvière Basilica , then savor an ice cream at La Fabrique Givrée . Explore the city’s network of covered passageways, called traboules — originally for workers to transport textiles and later used during World War II by the French Resistance for clandestine meetings. Then climb up to the Pentes de la Croix-Rousse neighborhood, with its tiny streets, shops and views of Lyon below. On a clear day, you can even see Mont Blanc. The Lugdunum museum (€7) and the nearby Roman theater (€4) take visitors back to 43 B.C., when Lyon was known as Lugdunum, and La Maison des Canuts (€9.50), covers the city’s history as a capital of silk.

Between Lyon and St.-Étienne, Pilat Regional Natural Park offers more than 900 miles of rocky terrain for hiking and biking, culminating at the summit of 4,700-foot Crêt de la Perdrix , with views of the Alps and Massif Central range.

St.-Étienne, about 40 miles southwest of Lyon, is transforming its historical industrial identity into one of design and innovation. At the heart is the Cité du Design (€4.50), the former site of a weapons factory, which has served as a center for art and research since 2010. The complex, now a key economic force in the city, is open to the public year-round and hosts art and design exhibitions.

To stay in Lyon: Fourvière Hotel (€189); Hôtel du Théâtre (€323).

To stay in St.-Étienne: Le Parc 42 (€113); Le Golf Sauna (€269).

Sailing (including windsurfing, kitesurfing and more): July 28 to Aug. 8; tickets from €24.

Soccer: July 24 to Aug. 6; tickets from €24.

This Mediterranean port city mixes urban grit and natural beauty. Start by visiting Le Panier, the village-like oldest part of the city. Try navettes , a traditional orange flower biscuit, and sample some sardines or panisses , traditional chickpea fries, on a sunny terrace. Detour through the touristy but pleasant Old Port on the way to Mucem (€11), the first major museum dedicated to Mediterranean civilization and cultures. Have a pick-me-up at Deep Coffee Roasters , a specialty roaster tucked away between touristy shops. At sunset, climb up to Cours Julien , a hip neighborhood with beautiful views for your apéro. Don’t miss the Cité Radieuse , a UNESCO-listed apartment complex that shows off the architect Le Corbusier’s Modernist mastery (you can stay at the hotel in it). And just southeast of the city, the Calanques , a series of small, narrow coves , offer miles of oceanside trails and rocky scrambles along turquoise water.

To stay: Hotel Le Corbusier (€229); Maison Juste (€300).

Soccer: July 24 to 31; tickets from €24.

Summer is peak season in Nice, the queen city of the French Riviera, where the mountains meet the Mediterranean. Run, bike or in-line skate along the Promenade des Anglais , a four-mile seaside path. Then climb up to the Colline du Château , a rocky hill east of the promenade with views of Nice and even as far as the Alps. For a longer walk, follow the trails from Coco Beach to the Cap de Nice along the coves. Then head to Cours Saleya , a pedestrian section of the Old Town, with flower stands, antiques and local food like the socca , a chickpea pancake. The Musée de Préhistoire Terra Amata (€5), constructed on top of an excavation site, reveals what Nice was like up to 400,000 years ago. Or just enjoy one of Nice’s pebbled beaches in a lounge chair.

To stay: Hôtel Rossetti (€186); Yelo Mozart (€238).

Teahupo’o, Tahiti

Surfing: July 27 to 31 ( events could shift through Aug. 4, depending on surf conditions); fan zones free.

For surfing’s second Olympics since its debut in Tokyo, the competition takes place far from mainland France in Tahiti, part of French Polynesia. Since the wave is offshore, there will be two ticket-free fan zones — Taharu’u Beach and Paofai Gardens — to watch the events on large screens. A third fan zone at PK0 beach in Teahupo’o will have free tickets but limited access. Tahiti offers white sands and turquoise lagoons in addition to near-perfect waves. For snorkeling, try the lagoon near Maui Beach , five miles from Teahupo’o. For black volcanic sands, head to Taharu’u Beach, about 20 miles northwest of Teahupo’o. About 45 miles from Teahupo’o, Papeete, the capital of French Polynesia, with a population of about 26,000, offers a variety of local delicacies like poisson cru: raw fish with lime juice and coconut milk, served with rice. Sample local fare, including steak frites and skewered veal heart, from food trucks, called roulettes, at Place Vai’ete, on the waterfront, near the Papeete Market.

To stay: Kia Ora Lodge (€265, seven miles from Teahupo’o); Punatea Village (€73, six miles from Teahupo’o).

Follow New York Times Travel on Instagram and sign up for our weekly Travel Dispatch newsletter to get expert tips on traveling smarter and inspiration for your next vacation. Dreaming up a future getaway or just armchair traveling? Check out our 52 Places to Go in 2024 .

An earlier version of a picture with this article was published in error. The image showed the French town of Cassis, not Marseille, where several Olympic events will take place this summer. It has been replaced.

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Open Up Your World

Considering a trip, or just some armchair traveling here are some ideas..

52 Places:  Why do we travel? For food, culture, adventure, natural beauty? Our 2024 list has all those elements, and more .

Mumbai:  Spend 36 hours in this fast-changing Indian city  by exploring ancient caves, catching a concert in a former textile mill and feasting on mangoes.

Kyoto:  The Japanese city’s dry gardens offer spots for quiet contemplation  in an increasingly overtouristed destination.

Iceland:  The country markets itself as a destination to see the northern lights. But they can be elusive, as one writer recently found .

Texas:  Canoeing the Rio Grande near Big Bend National Park can be magical. But as the river dries, it’s getting harder to find where a boat will actually float .