Validation of cognitive image dimensions for rural tourist destinations

Abstract

The aim of this study is to identify and validate the dimensions involved in the formation of the cognitive image of a rural tourist destination. The development of a positive tourist destination image has a significant motivating effect on consumer behaviours, such as satisfaction and loyalty, and represents a valuable instrument for the advancement of rural tourism. Given that effectively creating and managing a rural tourist destination image require knowledge of the factors that rural tourists value, this study sets out to identify and validate the dimensions of a cognitive rural tourist destination image. These are found to be the characteristics of the rural tourist destination, the characteristics of the service offer, the cultural offer, the nature-based activities offer and the offer of local products and gastronomy. This application has implications for entrepreneurial activities and decision making, and for public bodies working in rural tourism.