Destination familiarity is thought to critically influence tourists’ decision-making processes. Yet the role of familiarity in shaping tourists’ and residents’ image of, and loyalty to, a destination remains uncertain. This research tests a complex and holistic model of familiarity, affective, cognitive and overall images, and the conative behavioural intentions of visiting and recommending the destination for both residents and visitors in the context of the emerging tourism destination of Molise, Italy. The results reveal that residents and visitors differ in terms of their familiarity and intention to visit a place, with familiarity being less likely to influence residents’ intentions. There is heterogeneity between residents and visitors’ affective image and intention to visit, as well as between their overall image and intention to recommend Molise. Hence, unlike visitors, residents are more likely to respond to factual cognitive imaging, rather than emotional messaging, suggesting that shifting residents’ perceptions of place image requires a different approach to that of visitors. Future research should seek to confirm the relationships in a multi-destination study.

How does familiarity shape destination image and loyalty for visitors and residents?

Presenza A.;
2020-01-01

Abstract

Destination familiarity is thought to critically influence tourists’ decision-making processes. Yet the role of familiarity in shaping tourists’ and residents’ image of, and loyalty to, a destination remains uncertain. This research tests a complex and holistic model of familiarity, affective, cognitive and overall images, and the conative behavioural intentions of visiting and recommending the destination for both residents and visitors in the context of the emerging tourism destination of Molise, Italy. The results reveal that residents and visitors differ in terms of their familiarity and intention to visit a place, with familiarity being less likely to influence residents’ intentions. There is heterogeneity between residents and visitors’ affective image and intention to visit, as well as between their overall image and intention to recommend Molise. Hence, unlike visitors, residents are more likely to respond to factual cognitive imaging, rather than emotional messaging, suggesting that shifting residents’ perceptions of place image requires a different approach to that of visitors. Future research should seek to confirm the relationships in a multi-destination study.
File in questo prodotto:
File Dimensione Formato  
2020 How does familiarity.pdf

accesso aperto

Tipologia: Documento in Pre-print
Dimensione 342.44 kB
Formato Adobe PDF
342.44 kB Adobe PDF Visualizza/Apri

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11695/95145
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus 25
  • ???jsp.display-item.citation.isi??? ND
social impact