Image effect on customer-centric measures of performance. (May 2019)

• Record Type: Journal Article
• Authors: Park, Sangwon; Nicolau, Juan L.
• Is Part Of: Annals of tourism research. Volume 76(2019)
• Page Start: 226
• Page End: 238
• Publication Date: 2019-05
• Subjects: Destination image -- Revisit intention -- Satisfaction -- Zone of tolerance -- Loss aversion; Tourism -- Periodicals
• DOI: 10.1016/j.annals.2019.04.007
• Languages: English
• ISSNs: 0160-7383

Abstract

Abstract: This study analyzes the effect of the difference between the pre-trip image of a destination and the post-trip image on, for the first time, two key elements of traveler behavior, which in turn are two customer-centric measures of destination performance: travel satisfaction and intention to revisit a destination. While the literature on the analysis of destination image has been prolific, the intricacies of the effects of changes in destination image on traveler behaviors remain unexplored, behaviors whose relevance is still greater when they show destination performance indicators. Based on the concepts of the zone of tolerance (derived from the service quality model) and loss aversion (from prospect theory), we explain the differential asymmetric effects of variation in destination image on intention to revisit and satisfaction, based on a sample of 12, 024 individuals. Critical implications for destination marketing organizations are provided. Highlights: Asymmetric effects in the variation of perceived destination image exist. These asymmetric effects are observed consistently in both satisfaction and intention to revisit. There is a zone of tolerance in travelers' sensitivity to variations in destination image.