Rethinking Destination Image: A Destination Imagery and Image Approach

Alexander Josiassen, Florian Kock, Albert G. Assaf, Linda Woo

Research output: Contribution to conferencePaperResearchpeer-review


A central research question in tourism management concerns tourist’s choice of specific destinations. The present article reviews the extant literature on destination image. From this review we suggest that individuals have a multitude of destination associations – the total imagery which relates to the destination and label this concept destination imagery. Individuals also hold an overall image used as a heuristic or a mental short-cut which is labeled destination image. The concepts of destination imagery and destination image are distinct, yet they have often been conflated within the literature. The article further provides an extensive review of the literature with regard to the definitions, dimensionality, antecedents, and outcomes of the focal concepts as well as geographical scope of destination imagery and image studies and methodologies. This review has led to a novel understanding, and delimitation of the destination image construct within the imagery and image duality model.
Original languageEnglish
Publication date2015
Number of pages21
Publication statusPublished - 2015
EventThe 3rd International Conference on Events: Making Waves in Macao - Macao, China
Duration: 7 Sept 20159 Sept 2015
Conference number: 3


ConferenceThe 3rd International Conference on Events
Internet address


  • Destination image
  • Destination imagery
  • Country of origin image
  • Country bias
  • Tourist behavior

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