The Impact of Destination Images on Tourists' Perceived Value, Expectations, and Loyalty

This study analyzed the impact of destination images on tourists' expectations, perceived value, and their likelihood of recommending the destination to others. The data were collected from 233 Turkish tourists in Kizkalesi, Turkey, and an exploratory factor analysis and multiple regression analyses were then conducted. Results indicated that all of the images had a significant impact on tourists' perceived value and tourists' expectations, and all of the image attributes except 'transportation' had a significant impact on the likelihood of recommending the destination to others. These findings provide valuable information to local tourism decision‐makers, and service providers seeking to revise their existing marketing strategies and to develop new travel products.