The formation of inaccurate cognitive destination image from a memory process perspective

Yuanyuan Shi, Zihang Huang and Jingru Zhang

Current Issues in Tourism, 2025, vol. 28, issue 13, 2052-2057

Abstract: People often harbour misconceptions when forming their perceptions of destinations. Via a top-of-mind association task, this paper investigates the cognitive mechanisms behind the formation of inaccurate destination images of several Chinese metropolises. The results reveal that the primary factors leading to inaccurate cognitive destination images are proximity and stereotyping. Proximity includes geographic, cultural, sensory, semantic, and phonetic similarities among mental representations; whereas, stereotyping that tends to resist change can lead to systematic biases. This paper enriches our understanding of destination image and offers novel perspectives for destination branding and management.

Date: 2025
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DOI: 10.1080/13683500.2024.2355570

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