Journal
JOURNAL OF TRAVEL RESEARCH
Volume 50, Issue 5, Pages 520-534Publisher
SAGE PUBLICATIONS INC
DOI: 10.1177/0047287510379161
Keywords
tourism destination image; product-country image; structural equation modeling
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Funding
- National Research Foundation of Korea [핵06A4802] Funding Source: Korea Institute of Science & Technology Information (KISTI), National Science & Technology Information Service (NTIS)
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To advance place image theory, this study combines elements from two areas that have explored place image more than any others: tourism destination image (TDI) and product-country image (PCI). Key constructs from each are measured simultaneously in an Integrative Model of Place Image. The model test uses consumer survey data from South Korea to compare image measures of the United States and Japan using structural equation modeling. The results reveal that cognitive country image has greater influence on product factors than on destination factors, while affective country image has greater influence directly on receptivity than indirectly on beliefs. In addition, consumer beliefs exhibit a strong crossover effect between product beliefs and destination receptivity. Newly tested relationships point to a number of directions for future research in place image and branding, and provide empirical evidence of the need for place marketers to move toward greater integration between product- and tourism-oriented place image campaigns.
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