دانلود رایگان مقاله پیشبرد تصویر مقصد و مدل محتوا مقصد

Abstract

Knowledge of the mental representations that individuals hold about tourist destinations are important to understand their intentions. These mental destination representations have often been investigated by applying the concept of destination image. This study argues that the extant literature is often rather atheoretical and lacks operational rigor. These are major shortcomings which undoubtedly hinder the development of academic and managerial insights. In response, this study draws on contemporary psychology to develop the destination content model, comprising three informational components held in individuals‘ minds about destinations. The present study further outlines preferable methods and measures for each component, thus aiding researchers to investigate mental destination representations.

Conclusion

The present study answers frequent calls for more theory-based research on ‘destination image’. Several tourism researchers have noted this gap, and state that research efforts on ‘destination image’ are often ‘‘insufficiently theory-based, resulting in a lack of framework or solid conceptualization” (Beerli & Martin, 2004, p. 658). In response, the present study introduces and empirically validates the destination content model (DCM). The DCM comprises multiple and causally linked components of mental destination representations. It is a flexible theoretical framework that has important implications both for the conceptual advancement and empirical application of the mental destination representations literature. The DCM enables more theoretically sound future research as well as increases sensitivity to choice of appropriate conceptualizations and operationalization of the focal concepts by reducing conceptual and methodological ambiguity. An affective mental destination representation is applied for the first time in tourism research. In addition, the DCM draws on seminal psychology research, thus addressing recent calls from academicians to establish stronger links between psychology and tourism, in order to overcome ‘the limited success of linking attitudes and behaviour’ in tourism research (Pearce & Packer, 2013, p. 393).