Uticaj imidža destinacije na ponašanje domaćih turista
The influence of destination image on the domestic tourist‘s behavior
Apstrakt
Imidž turističke destinacije u direktnoj je vezi sa brojem posetilaca destinacije i kao takav on značajno oblikuje strategiju pozicioniranja i samo ponašanje turista. Povoljan imidž turističke destinacije privlači turiste, dok negativan imidž utiče na izbegavanje turističke destinacije. Iz tog razloga, predmet ove studije je razmatranje imidža turističke destinacije kao prediktora ponašanja turista. Cilj studije je da se ispita uticaj kognitivne i afektivne dimenzije imidža destinacije na emocionalnu privrženost destinaciji, satisfakciju i lojalnost, kao i da se ispita uticaj emocionalne privrženosti na satisfakciju i lojalnost. Primarni podaci su prikupljeni metodom ličnog ispitivanja, primenom tehnike onlajn ankete. Istraživačke hipoteze su testirane primenom regresione analize. Istraživanjem je utvrđeno da se pod uticajem imidža destinacije može razviti emocionalna veza turiste sa destinacijom, što značajno utiče na buduće ponašanje turista. Nadalje, studija je potvrdila da se pod uticajem imidža destinacije kao i na osnovu emocionalne privrženosti destinaciji kreira satisfakcija i lojalnost turista. Rezultati su ukazali da afektivna komponenta imidža u poređenju sa kognitivnom komponentom ima značajniji uticaj na sve tri zavisne varijable u ovom istraživanju: emocionalnu privrženost, satisfakciju i lojalnost. Teorijski doprinos studije ogleda se u novim informacijama o imidžu destinacije kao prediktoru ponašanja turista. Studija pruža informacije koje donosioci odluka u marketingu destinacija mogu koristiti prilikom kreiranja strategije pozicioniranja turističkih destinacija, što je praktičan doprinos studije.
Abstract
Tourist destination image is directly related to the number of destination visitors, and it significantly shapes the destination positioning strategy and tourist behavior. A favorable tourist destination image attracts tourists, on the contrary, while a negative image discourages tourist visitation. For this reason, this study‘s subject considers the tourist destination image as a predictor of tourist behavior. The study examines the influence of the cognitive and affective destination image on destination emotional attachment, satisfaction, and loyalty, as well as the effect of destination emotional attachment on satisfaction and loyalty. The primary data were collected by conducting personal interviews, using the online survey technique. Research hypotheses were tested using regression analysis. The study confirmed the likelihood that the influence of the destination image will develop a tourist destination emotional attachment, which significantly affects the future tourist‘s behavior. Furthermore, the study confirmed that tourist‘s satisfaction and loyalty are created under the influence of the destination image and based on the destination‘s emotional attachment. The results indicated that the affective compared to the cognitive image has a more significant impact on all three observed variables in this research: emotional attachment, satisfaction, and loyalty. The theoretical contribution of the study is reflected in new information about the destination image as a predictor of tourist behavior. The study provides information that decision-makers in destination marketing can use when creating a tourist destination positioning strategy, which is a practical contribution of the study.
Reference
- Afshardoost, M. and Eshaghi, M. S. (2020). Destination image and tourist behavioural intentions: A meta-analysis. Tourism Management, 81, 1-10. https://doi.org/10.1016/j.tourman.2020.104154.
- Al-Kwifi, O.S. (2015). The impact of destination images on tourists’ decision making: A technological exploratory study using fMRI. Journal of Hospitality and Tourism Technology, 6(2), 174-194. https://doi.org/10.1108/JHTT-06-2015-0024.
- Artuger, S., Çetinsöz, B. and Kılıç, İ. (2013). The Effect of Destination Image on Destination Loyalty: An Application In Alanya. European Journal of Business and Management, 5(13), 124-136.
- Atmari, N. and Putri, V. (2021). The Effect of Tourism Experience on Revisit Intention through Destination Image and Satisfaction. Management Analysis Journal, 10(1), 85-94. https://doi.org/10.15294/maj.v10i1.45503.
- Baloglu, S., Henthorne, T. L. and Sahin, S. (2014). Destination image and brand personality of Jamaica: A model of tourist behaviour. Journal of Travel & Tourism Marketing, 31(8), 1057–1070.
- Basaran, U. (2016). Examining the relationship of cognitive, affective, and conative destination image: A research on safranbolu, Turkey. International Business Research, 9(5), 164–179. https://doi.org/10.5539/ibr.v9n5p164.
- Bigné, J.E., Sánchez, M.I. and Sánchez, J. (2001). Tourism image, evaluation variables and after purchase behaviour: inter-relationship. Tourism Management, 22(6), 607-616. https://doi.org/10.1016/S0261-5177(01)00035-8.
- Ceylan, D., Çizel, B. and Karakaş, H. (2021). Destination image perception patterns of tourist typologies. International Journal of Tourism Research, 23(3), 401-416. https://doi.org/10.1002/jtr.2414.
- Chaulagain, С., Wiitala, Ј. and Fu, X. (2019). The impact of country image and destination image on US tourists’ travel intention. Journal of Destination Marketing & Management, 12, 1-11. https://doi.org/10.1016/j.jdmm.2019.01.005.
- Chen, J.S. (2001). A case study of Korean outbound travelers’ destination images by using correspondence analysis. Tourism Management, 22(4), 345–350. https://doi.org/10.1016/S0261-5177(00)00066-2.
- Eid, R., El-Kassrawy, Y. and Agag, G. (2019). Integrating Destination Attributes, Political (In) Stability, Destination Image, Tourist Satisfaction, and Intention to Recommend: A Study of UAE. Journal of Hospitality & Tourism Research, 43(6), 839-866. https://doi.org/10.1177/1096348019837750.
- Hair, F. J., Black, W. C., Babin, B. J. and Anderson, R. E. (2014). Multivariate Data Analysis (7th edition). Upper Saddle River: Pearson Education.
- Hsu, C. F. and Scott, N. (2020). Food experience, place attachment, destination image and the role of food-related personality traits. Journal of Hospitality and Tourism Management, 44, 79-87. https://doi.org/10.1016/j.jhtm.2020.05.010.
- Huete-Alcocer, N. and Hernandez-Rojas, R.D. (2022). Does local cuisine influence the image of a World Heritage destination and subsequent loyalty to that destination?, International Journal of Gastronomy and Food Science, 27. https://doi.org/10.1016/j.ijgfs.2022.100470.
- Huete-Alcocer, N., Martínez-Ruiz, M.P., López-Ruiz, V. and Izquiedo-Yusta, A. (2019). Archeological Tourist Destination Image Formation: Influence of Information Sources on the Cognitive, Affective and Unique Image. Frontiers in Psychology, 10. https://doi.org/10.3389/fpsyg.2019.02382.
- Jebbouri. A., Zhang, H., Imran, Z., Iqbal, J. and Bouchiba, N. (2022). Impact of Destination Image Formation on Tourist Trust: Mediating Role of Tourist Satisfaction. Frontiers in Psychology. 13. https://doi.org/10.3389/fpsyg.2022.845538.
- Jin, M.l., Choi, Y., Lee, C.K. and Ahmad, M.S. (2020). Effects of Place Attachment and Image on Revisit Intention in an Ecotourism Destination: Using an Extended Model of Goal-Directed Behavior. Sustainability, 12(18), 1-16. https://doi.org/10.3390/su12187831.
- Joo, D., Woosnam, K.M., Lee, S. and Lee, C.K. (2020). Destination loyalty as explained through self-congruity, emotional solidarity, and travel satisfaction. Journal of Hospitality and Tourism Management, 45, 338-347. https://doi.org/10.1016/j.jhtm.2020.06.017.
- Junaedi, S. and Harjanto, J. (2020). Examining the Effect of Destination Awareness, Destination Image, Tourist Motivation, and Word of Mouth on Tourists’ Intention to Revisit. In: W.A. Barnett and B.S. Sergi (Eds.), Advanced Issues in the Economics of Emerging Markets (International Symposia in Economic Theory and Econometrics. 27) (pp. 27-38), Emerald Publishing Limited, Leeds. https://doi.org/10.1108/S1571-038620200000027003.
- Kanwel, S., Lingqiang, Z., Asif, M., Hwang, J., Hussain, A. and Jameel, A. (2019). The Influence of Destination Image on Tourist Loyalty and Intention to Visit: Testing a Multiple Mediation Approach. Sustainability, 11(22), 1-19. https://doi.org/10.3390/su11226401.
- Kesić, T. and Pavlić, I. (2011). Tourism destination image formation – the case of Dubrovnik, Croatia. Tržište/Market. 23(1), 7–25.
- Kim, S., Stylidis, D. and Oh, M. (2019). Is Perception of Destination Image Stable or Does it Fluctuate? A Measurement of Three Points in Time. International Journal of Tourism Research, 21(4), 447-461. http://dx.doi.org/10.1002/jtr.2273.
- Králiková, A., Blanařová, A. and Ryglova, K. (2020). Impact of Destination Image on Satisfaction and Loyalty. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 68(1). 199-209. http://dx.doi.org/10.11118/actaun202068010199.
- Lai, M. Y., Wang, Y. and Khoo-Lattimore, C. (2020). Do Food Image and Food Neophobia Affect Tourist Intention to Visit a Destination? The Case of Australia. Journal of Travel Research, 59(5), 928-949. https://doi.org/10.1177/0047287519867144.
- Le, B.H. and Le, T.B. (2020). Impact of Destination Image and Satisfaction on Tourist Loyalty: Mountain Destinations in Thanh Hoa Province, Vietnam. The Journal of Asian Finance, Economics and Business, 7(4), 185-195. https://doi.org/10.13106/jafeb.2020.vol7.no4.185.
- Li, T.T., Liu, F. and Soutar, G. (2021). Experiences, post-trip destination image, satisfaction and loyalty: A study in an ecotourism context. Journal of Destination Marketing & Management, 19. https://doi.org/10.1016/j.jdmm.2020.100547.
- Libre, A., Manalo, A. and Saktian, L.G. (2022). Factors Influencing Philippines Tourist’ Revisit Intention: The Role and Effect of Destination Image, Tourist Experience, Perceived Value, and Tourist Satisfaction. International Journal of Quantitative Research and Modeling, 3(1), 1-12. http://dx.doi.org/10.46336/ijqrm.v3i1.260.
- Lin, C.H., Morais, D.B., Kerstetter, D.L. and Hou, J.S. (2007). Examining the role of cognitive and affective image in predicting choice across natural, developed, and theme-park destinations. Journal of Travel Research, 46(2), 183–194. https://doi.org/10.1177/0047287506304049.
- Maričić, B., Veljković, S. i Đorđević, A. (2012). Merenje satisfakcije potrošača. Marketing, 43(4), 235-244. https://doi.org/10.5937/markt1204235M.
- Marques, C., Vinhas da Silva, R. and Antova, S. (2021). Image, satisfaction, destination and product post-visit behaviours: How do they relate in emerging destinations?. Tourism Management, 85. https://doi.org/10.1016/j.tourman.2021.104293.
- Pallant, J. (2011). SPSS Priručnik za preživljavanje. Beograd: Mikro knjiga.
- Qiu, H. L. (2014). Impacts of tourist destination image on place attachment and tourist loyalty. Computer Modelling & New Technologies, 18(11), 651-656.
- Sanjaya, S., Wijaya, R. and Yulasmi, Y. (2020). The Effect of Destination Image on Tourists’ Satisfaction and Destination Loyalty: Bukittinggi City, West Sumatra. Advances in Economics, Business and Management Research, 145, 62-67. http://dx.doi.org/10.2991/aebmr.k.200626.012.
- Seočanac, M. i Sekulić, D. (2020). Zadovoljstvo kvalitetom hotelske usluge u planinskim hotelima Srbije: Analiza recenzija sa Booking.com. Marketing, 51(2), 108-120. https://doi.org/10.5937/markt2002108S
- Shankar, R. S. (2018). Destination Personality and Destination Image: A Literature Review. The IUP Journal of Brand Management, 15(4), 47-60.
- Soldić Aleksić, J. i Rakić, M. (2012). Analiza satisfakcije turista boravkom u Srbiji. Marketing, 43(2), 93-103. https://doi.org/10.5937/markt1202093S.
- Tasci, A.D. and Gartner, W.C. (2007). Destination Image and Its Functional Relationships. Journal of Travel Research, 45(4), 413-425. https://doi.org/10.1177/0047287507299569.
- Veasna, S., Wu, W.Y. and Huang, C.H. (2013). The impact of destination source credibility on destination satisfaction: The mediating effects of destination attachment and destination image. Tourism Management, 36, 511–526. https://doi.org/10.1016/j.tourman.2012.09.007.
- Woosnam, K.M., Stylidis, D. and Ivkov, M. (2020). Explaining conative destination image through cognitive and affective destination image and emotional solidarity with residents. Journal of Sustainable Tourism, 28(6), 917-935. https://doi.org/10.1080/09669582.2019.1708920.
- Yang, S., Isa, S. M. and Ramayah, T. (2022). How Are Destination Image and Travel Intention Influenced by Misleading Media Coverage? Consequences of COVID-19 Outbreak in China. Vision, 26(1), 80-89. https://doi.org/10.1177/0972262921993245.
- Yuksel, A., Yuksel, F. and Bilim, Y. (2010). Destination Attachment: Effects on Customer Satisfaction and Cognitive. Affective and Conative Loyalty. Tourism Management, 31(2), 274-284. https://doi.org/10.1016/j.tourman.2009.03.007.
- Zhang, H., Fu, X., Cai, L.A. and Lu, L. (2014). Destination image and tourist loyalty: A meta analysis. Tourism management, 40, 213-223. https://doi.org/10.1016/j.tourman.2013.06.006.
