Abstract
Abstract Political ideology as a psychographic factor is known to affect destination image and behavioral intentions. This study assessed the difference in Alabama's perceived destination image based on political affiliation. Future intentions based on political affiliation showed an increase in mean values before and after the special election. The largest increase in mean score was found in respondents with liberal tendencies (Democrats). This study also measured the perceived destination image, familiarity, and future intentions to visit the state among those who had visited and those who had not visited and compared current findings to a 2014 study to determine if there was any change over time. The current image and future intentions showed a statistically significant difference between visitors and non-visitors of Alabama. For the respondents with no intention to visit, the top reason for both 2014 and 2018 was ‘no interest’; however, ‘political reasons’ ranked fourth which did not appear in the 2014 results.
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