How Does Destination Image Evolve? Introducing the Co-creation of the Destination Image Approach
Orcid-Profil30. Dez. 2021
Über diesen Artikel
Artikel-Kategorie: 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
Schlüsselwörter
© 2021 Yıldırım Yılmaz, published by Sciendo
This work is licensed under the Creative Commons Attribution 4.0 International License.
Figure 1
Contingency factors of DI for before, during, and after the visit
| Before (Mainly Passive) | Social Networks Friends and relatives | Marketing Branding actions | Films, News, Books, etc. | Tourist typology |
Perceived safety |
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 |
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
| 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 |
Limited negative aggregate of self-regulated images produces |
|
| 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 |
Aggregate of self-images is positive, which produces |
Aggregate co-created DI is negative, which produces |
|
| 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 |
Aggregate of SIs is highly positive, which leads to |
CoDI is highly negative, which leads to |
|
| 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 |
Nostalgic contents of aggregate SIs lead to |
Highly negative aggregate SIs lead to |
|