Projected and Perceived Destination Image: The Role of Positioning and Visit Experience in Destination Image and Behavioural Intention.

Abstract

The development of the tourism industry is significantly important for numerous countries. Nevertheless, in a progressively competitive market, countries aspiring to boost tourism must cultivate positive perceptions of their countries as an appealing tourist destination. Both concepts of projected image and perceived image of the destination are involved in accomplishing this task. However, there is little understanding of how the interaction between destination awareness and perceived destination image affects tourism behaviour in emerging countries in Balkan region. The objective of this study is to fill this knowledge gap by focusing on Albania, as the central country/destination of analysis. To direct this research, a framework was created using the awareness /image /behaviour hierarchy model. This research specifically examines: 1) The relationship between destination awareness and perceived destination image, encompassing three components: cognitive image, affective image, and overall image. 2) The relationship between destination awareness and the likelihood of engaging in a specific behaviour towards a particular place. 3) The relationship between the cognitive, affective, and overall image components and behavioural intention.

A series of investigations was conducted to examine the relationships between destination awareness, destination image, and sources of information, which are believed to influence behavioural intention were tested using data from an online sample of Balkan travellers residing in German speaking countries. Structural equation modelling was employed to analyse the data separately for two groups: all sample and visitors of Albania. The results of this study largely support the hypothesized relationship for majority constructs. While destination awareness impacted all components of the image, and behavioural intention, cognitive and affective components of image impacted behavioural probability, the overall image had no effect.

The findings of this investigation predominantly supported the hypothesized relationships for the majority of constructs. Destination awareness had a significant influence on all aspects of the image, as well as behavioural intention. The cognitive and affective components of the image influenced the likelihood of certain behaviours. Conversely, the overall image did not have any effect.

The results indicated that Balkan travellers of the German speaking market hold a favourable impression of Albania as a touristic destination. More precisely, Germans possess a more favourable image and have greater tendency to engage in positive behaviours when compared to Swiss and Austrians.

This study contributes to the existing body of tourism marketing literature by examining the relationship between the fundamental elements of destination image, namely cognitive and affective image, destination awareness, within the context of a developing destination in the Balkans and Mediterranean region. The findings of this study suggested further research, including the reimplementation of this study with different samples and by considering destination awareness and other variables as a mediator between destination image and behavioural intention.