Cognitive image, affective image, cultural dimensions, and conative image: A new conceptual framework

Abstract

Destination image is essential to tourists' loyalty and has been discussed in length among researchers and marketers in the tourism industry for decades. Based on a literature review, the destination image model, including cognitive image, affective image, and conative image, has been firmly established as an acceptable means to gain an understanding of tourists' behavior toward revisiting and recommendations. The understanding of the moderating role of cultural constructs is still unclear, especially in cross-cultural travel behavior. Therefore, this conceptual paper proposes an integrated model of cognitive-affective-conative image that includes the constructs of individualism and uncertainty avoidance. Based on the underpinning theories and empirical studies, this paper proposes affective image potentially mediates the correlation between cognitive image and conative image. This model also incorporated individualism and uncertainty as potential moderating effects between affective image and conative image. By integrating individualism and uncertainty avoidance into the theoretical model from the perspective of tourism, this paper contributes to a more comprehensive understanding of the influence of travel behavior on emerging tourism marketing.

The effects of perception of video image and online word of mouth on tourists’ travel intentions: Based on the behaviors of short video platform users

“…The cognitive and affective dimensions have been used primarily in assessing the status of a destination’s image in the existing literature ( Stylidis, 2016 ; Stylidis et al, 2017a ), and it has been considered that these dimensions have strong explanatory power ( Stylidis et al, 2017b ; Wei, 2020 ; Li et al, 2021 ). “Cognitive image” denotes the impression potential tourists have of the various attributes of a destination, including its infrastructure, natural scenery, history, and culture ( Stylidis et al, 2017b ; Yang et al, 2022b ). “Affective image” refers to tourists’ subjective emotional response to their perception of a destination, which is often expressed by adjectives such as “interesting” or “spectacular” ( Marine-Roig and Ferrer-Rosell, 2018 ; Molinillo et al, 2018 ).…”

A holistic perspective to predict yoga tourists’ revisit intention: An integration of the TPB and ECM model

“…Uncertainty avoidance is interpreted as the degree to which society perceives itself to be intimidated by any uncertain and ambiguous situation and tries to avoid it. By adopting the cultural dimension approach of Hofstede, it can be seen that the loyalty of visitors across cultures may be predicted by individualism and uncertainty avoidance, and their behavior intention might be evaluated as a determination of tourism internationalization ( Yang et al, 2022b ).…”

Indian Himalayan Ecology for Human Wellbeing: Analysis of Tourists’ Destination Image, Satisfactions and Revisit Intentions

“…29 (3) : 2023 tourist differs significantly among different destinations and tourists' perceptions of a particular destination may involve unique evaluation in terms of content and context in addition to evaluation drawn from various contexts of association between destination image (Hu, Huang, Chen and Hua, 2022). Gartner (1994) constituted a hierarchical cause-andeffect framework for destination image formation that is comprised of three components: cognitive image, affective image, and conative image (Yang et al, 2022). Numerous researchers endorsed this framework, which was used to gain an understanding of tourists' behavioral intentions (Ghazali and Cai, 2013;Agapito et al, 2013;Kumar et al, 2020;Marine-Roig and Huertas, 2020;Lalicic et al, 2021).…”