Reframing the Image of a Destination: A Pre-Post Study on Social Media Exposure

Abstract

The majority of the studies on destination image have so far mainly focused on the cognitive and affective components, and there is still a lack of research on the conative component of destination image (i.e., the declaration of a behavioral intention). Moreover, less research has been done on verbally reported self-perception on the baseline image (prior belief about a destination), and the enhanced image (after an exposure to online contents). This study shows the effect of social media exposure on the perceived image about tourism destinations. In particular, declarations of the intention to visit the destination (image conative component) were found on the reported perceived image about a destination. In general intention to visit the destination was influenced by the stimuli and in the same direction, if it was positive the results show an interest in visiting the city and vice a versa