Abstract
Information search is one of important antecedents of destination image formation. However, few studies have worked from an information processing perspective. Thus, to fill the research gap this study scrutinized the information content in the context of destination websites to investigate the mental process leading from information input to image formation. The current study explored the relationships between two information value dimensions (utilitarian value and hedonic value) and destination image and identified the moderating effect of processing fluency. The results indicated that both utilitarian value and hedonic value have a significant impact on destination image. Processing fluency moderates the path between utilitarian value and destination image, but not the path between hedonic value and destination image. This study provides a theoretical foundation for future tourism studies investigating information communications and suggests new persuasive strategies for marketers.
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