Unravelling the complexity of destination image formation: A conceptual framework

Abstract

In an industry that sells experiences rather than tangible products, tourism destination image (TDI) is an important strategic marketing tool through which destinations compete with each other, strengthen their positioning on the market and attract potential visitors. TDI was an active area of researchers’ investigation; however, in recent times it seems to have received less attention leaving a significant amount of unaddressed issues. The strength of this work comes essentially from the conceptual clarity it endeavours to provide by proposing a conceptual framework, which explicitly displays the multi-staged process of TDI formation and a set of image determinants based on previous empirical TDI research or included in other models of TDI formation, and also highlights under-researched areas that still require researchers’ attention.