Abstract

Destination image is formed by three distinctly different but hierarchically interrelated components called cognitive, affective, and conative (Gartner, 1993:193). In this context, the main purpose of this research is to confirm the relationships between the cognitive, affective, and conative components of destination image. It also aims to reveal the multidimensional nature of cognitive destination image and determine the dimensions that compose it. Data for the sample was collected from 446 tourists who visited Safranbolu, Turkey. Exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and hierarchical regression analysis were conducted to test the hypotheses. The results show that the cognitive destination image is a multidimensional construct. Also it is confirmed that destination image is a hierarchical structure within the cognitive, affective, and conative components. The assessment of both the cognitive and the affective components of destination image can be used as a predictor of tourists’ behavioral intentions toward destinations, such as intention to revisit, recommend, and spread positive word of mouth. Moreover, it is revealed that the affective component is influenced by the cognitive component and the affective component also mediates the relationship between the cognitive and conative components. These results provide some theoretical and managerial implications.

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