Abstract
This study examined what information sources were used by individuals to form their image of a destination and an event. In addition, this study looked into the differences in important information sources based on sociodemographic variables. The results of the comparative analyses showed some significant differences in information sources for destination image among four country context groups. Of the sociodemographic variables, differences were found between certain information sources and education level and income level. Also, significant relationships were found between information sources and age. This study has implications for destination marketing organizations and mega event organizers.
Highlights
There are numerous destinations in existence, which translates to intense competition among them
The results of the comparative analyses showed some significant differences in information sources for destination image among four country context groups
This study examined the important information sources based on sociodemographic variables
Summary
There are numerous destinations in existence, which translates to intense competition among them. There are an abundance of research findings that point to the fact that image has a major influence on the decision-making process and post-decision behaviors, especially for destinations (e.g., Balouglu & McCleary, 1999; Beerli & Martín, 2004; Castro, Amario, & Ruiz, 2007; Chen & Kerstetter, 1999; Chen & Tsai, 2007; Kaplanidou & Gibson, 2012). It is important for destination marketing organizations (DMOs) to understand how people form an image in an effort to sway them at the right time using the right communication channel. These factors include physical stimulus factors, such as various information sources, previous experience, and distribution and personal factors, such as characteristics of the person (Baloglu, 1997; Baloglu & McCleary, 1999; Crompton, 1979; Fakeye & Crompton, 1991; Gunn, 1972; Stern & Krakover, 1993; Um & Crompton, 1990)
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