Testing a model of destination image formation: Application of Bayesian relational modelling and fsQCA

Individuals' destination images are constantly updated through their exposure to various stimuli sent from di-verse information sources(1) widely accessible in the modern society. Such dynamics of destination image formation(2) is better explained with the iterative process of a concept learning framework integrated into the destination image models. DDIF implies that individuals having been exposed to similar stimuli in the iterative image formation process have a higher likelihood of developing a similar mental representation(3). Accordingly, this study employs an innovative methodological framework to extract patterns of MR of destinations held by groups of individuals (segments) and to compare segment-specific patterns of MR with their relations to willingness to visit(4) and to ISs. The results demonstrate that what segments associate with a destination relates to their W2V, and segments having rich and positive associations with a destination accessed a wider range of ISs to learn about the destination.