The Influence of Image on Destination Attractiveness

ABSTRACT This study examined the effects of cognitive and affective images on destination attractiveness. While several destination image studies have included cognitive and affective measures, further research is needed to identify the relative effects of these domains on destination attractiveness. In the context of ski destinations, both affective image (fun and comfortable atmosphere) and cognitive image (quality of skiing) were significantly related to destination attractiveness. This study also examined the moderating role of experience on the relative effects of affective and cognitive images. Consistent with theoretical expectations, the affective “fun and comfortable atmosphere” measure had a stronger effect on resort attractiveness for recreational and sport skiers. However, for expert skiers, the cognitive “quality of skiing” image had a greater effect. The marketing implications of these findings are discussed.