A destination imagery processing model: Structural differences between dream and favourite destinations

Lucília Cardoso, Francisco Dias, Arthur Filipe de Araújo and Maria Isabel Andrés Marques

Annals of Tourism Research, 2019, vol. 74, issue C, 81-94

Abstract: The present paper aims at understanding how destination imagery is processed in tourists’ working memory. The research focuses on two highly desirable, but contrasting, destination brand categories: Favourite Destination, which involves retrospective memory of positive experiences in situ; and Dream Destination, based on tourists’ prospective memory. Through an online multilingual survey, 23,446 responses consisting of perceptions, evoked by way of free-recall, associated to Dream and Favourite Destinations, were collected. Findings point to clear structural differences between the imagery of Dream and Favourite Destinations. Additionally, a theoretical destination imagery model that offers a basis for future studies is proposed, and some managerial implications of significant relevance to destination marketing are discussed.

Keywords: Destination choice; Destination brand equity; Dream destination; Favourite destination; Destination image; Destination imagery (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (11)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:anture:v:74:y:2019:i:c:p:81-94

DOI: 10.1016/j.annals.2018.11.001

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