Conceptualizing tourism image and nation image: An integrated relational-behavioral model
Abstract
The present study proposes a relational-behavioral model that features tourism image and nation image. These two concepts are theorized. The linkages between them and to behavioral outcome and the variable of relationship are empirically examined using samples drawn from the Chinese and South Korean populations. The study defines tourism image as a sum of beliefs, impressions, and feelings about the entire tourism experiences. Nation image is defined as the perception of a nation's level of development and international power. Both images consist of cognitive and affective components. In the cognitive component of tourism image, four aspects of tourism experiences are considered. They are (1) marketing-driven and non-marketing-driven, (2) tangible and intangible, (3) core, peripheral, and miscellaneous, and (4) destination-generated and non-destination-generated. Eight dimensions are proposed that constitute the cognitive component of tourism image. They are (1) marketing-driven, (2) non-marketing-driven, (3) tangible and intangible, (4) core, (5) peripheral, (6) miscellaneous, (7) tourist-generating-region-oriented, and (8) transit-region-oriented. Nation branding and public diplomacy are examined as the two main efforts that affect the cognitive component of nation image. A nation's political-economic influence and its country image are identified as the two dimensions of the cognitive component of nation image. Affective components of both tourism and nation images are suggested as constructs reflecting the characteristics of affective place quality and consumption emotions. Structural modeling with different specifications of second-order factors is applied for hypotheses testing. The role of previous visit and the function of nationality are also examined in the study. Findings identify that the four dimensions in the cognitive component of tourism image and the two dimensions in that of nation image are significantly correlated. Significant linkages between the cognitive and affective components of tourism and nation images, as well as between relationship and behavioral outcome are found. Results imply different effects of nation and tourism images. While the cognitive and affective components of nation image contribute to relationship, the affective component of tourism image is directly linked to behavioral outcome. The cognitive component of tourism image does not directly affect behavioral outcome; nor does the cognitive component of nation image. The role of relationship is highlighted in the study as an important mediator between combined cognitive image and behavioral outcome and between combined affective image and behavioral outcome. The study reveals the differences of path coefficients in the model by previous visit and by nationality. The new concepts of tourism and nation images and other findings from the study provide important implications for an integrated approach to managing image, relationship, and tourist behavior. The empirically tested model illustrates how tourism and nation images can function together to lead to behavioral outcome through relationship. The inclusion of the relationship construct in the model suggests its significant role in nation branding and public diplomacy, with more active two-way interaction than the process of image building. Non-tourists' perceptions of tourism experiences outside of a destination are important for relationship and behavioral outcome. Actual visitation contributes to nation image. Enhancement of the cognitive component of tourism image can be employed to enhance emotional feelings for the South Koreans while positive behavioral outcome with the same efforts can be expected from the Chinese.
Degree
Ph.D.
Advisors
Cai, Purdue University.
Subject Area
Marketing|Recreation
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