| Destination images are formed through a variety of channels that have different impacts on diverse target markets. From dynamic perspectives, the purpose of this study was to develop and test a model of destination image formation. In particular, the model specifies a process by which tourists' direct experiences influence the formation of and variability in destination images. The model also examines the interrelationships involving expectations and direct experiences as they impact destination image. This investigation modeled how expectations are formed from prior expectations and direct experience.; Data for the study came from a self-administered questionnaire survey of Korean outbound (overseas) package tourists conducted during the summer of 2001. In order to observe temporal variation in the major constructs of the proposed model, data were collected at three different points (en route by airplane to destinations, during the on-site phase of the trip, and during return flight) in time during the trip, corresponding to travel experience phases that Clawson and Knetsch (1966) described. The survey contained scale items to measure psychological constructs such as overall image, expectation, subjective disconfirmation, and perceived performance.; Two major statistical analysis methods, regression and Structural Equation Modeling (SEM), were employed to test hypotheses and develop the dynamic image formation model. Results indicated that the model variables are dynamic constructs. Model variables (i.e., overall image, expectations, perceived performance) showed significant mean difference across measurements. Further, the present study found that the large variation in images decreases as the travel experience phases proceeds. In particular, overall image were significantly different between time*1 (measured on the airplane traveling to destinations) and time*2 (measured at the middle of on-site experience). However, there was no statistically significant mean difference between time*2 and time*3 (measured on the airplane traveling back). Finally, the relative influence of the same determinant factors varied depending on the travel phases of the trip. In particular, the influence of expectation increases as the travel experience proceeds.; In order to advance our knowledge of the dynamic image formation process, several suggestions were made for future research. |
