The role of destination image in tourism: An extension

Abstract

Using the evaluative congruity theory framework, thisarticle examines the role of destination images intourism as related to an individual tourist's satisfaction/dissatisfaction with a destination area. Throughan empirical study of visitors to a multi-faceteddestination area in Virginia, {USA}, the researcherfound that the level of a tourist's satisfaction/dissatisfaction({TS/DS)} with a destination area washighly correlated to an evaluative congruity of anindividual tourist's pre-visit destination images andhis/her post-visit recollection of experiences.