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

Yıldırım Yılmaz
Yıldırım Yılmaz
   | 30. Dez. 2021
European Journal of Tourism, Hospitality and Recreation's Cover Image
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Article Category: Research Article
Online veröffentlicht: 30. Dez. 2021
Seitenbereich: 11 - 21
Eingereicht: 14. Okt. 2020
Akzeptiert: 15. März 2021
DOI: https://doi.org/10.2478/ejthr-2021-0002
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© 2021 Yıldırım Yılmaz, published by Sciendo
This work is licensed under the Creative Commons Attribution 4.0 International License.

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-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 typologyFamiliarityEducationAgeOrigin of countryMotivationCredibility of sourceInteraction value Perceived safetyPerceived riskTrustPhysical and cultural proximityUsage of emotional triggersDevelopment level of destinationDestination 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 governanceCoordination of activitiesCreating 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)

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
eISSN:
2182-4924
Sprache:
Englisch
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