Destination image mediated by experience quality-the residents’ perspective

Abstract

As consumers increasingly seek experiences, this study employs experience quality as a mediator between cognition and affection in the well accepted cognition-affection-overall image framework. Compared with previous studies of destination image which carries the double identity of residents being visitors and people living in the destination, this study takes them as local visitors for pleasure. Exploratory and confirmatory factor analyses were applied and this was followed by a disjointed two-stage approach in PLS-SEM. Findings verified the mediating effect of experience quality on destination image in Qingzhou City, China. For each cognitive attribute, the evaluation of its on-stage experience is conceptualized as experience quality, which makes experience quality measurable. Thus, from the perspective of resident visitors, this study contributes to the theoretical framework of destination image by introducing a mediator; and it makes the proposed framework measurable. The findings can empirically guide the practices of destination image perception management for resident visitors, which may different with that of tourists.