“…Everyone who is involved in the destination management and marketing is well aware that if tourists have a weak or even neutral image of the destination, they will likely not consider it worth the visit. In fact, empirical evidences clearly support this: Destination image (whether based on true representation of what the destination has to offer or not) is an important predictor of travel-related behavior (see, e.g., Byon & Zhang, 2010;Nadeau, Heslop, O'Reilly, & Luk, 2008;De Nisco, Mainolfi, Marino, & Napolitano, 2015). For example, destination image is found to have a significant influence on the destination choice, the travel intentions, and the postvisit behavior (see, e.g., Agapito, Oom de Valle, & da Costa Mendes, 2013;Kim & Perdue, 2011;Baloglu & McCleary, 1999;Beerli & Martin, 2004a, 2004bFakeye & Crompton, 1991).…”