The moderating role of past experience in the formation of a tourist destination's image and in tourists’ behavioural intentions

Abstract

The aim of this work is to understand the moderating effects of tourists' prior experiences of a given destination on the process of image formation (in both its cognitive and affective dimensions) for that destination and on the influence that the imagetogether with the tourist's satisfaction -has on their loyalty-driven behaviours as expressed in the intention to recommend. To achieve this aim, a sample of 512 tourists was used and a multi-group analysis performed, distinguishing between first-time and repeat visitors. The findings reveal that experience has a moderating effect on the formation of the cognitive image and on the influence of the tourist's satisfaction on the overall image of the tourist destination. These findings have significant management implications in the context of helping to create and appropriately manage the image of a tourist destination.

Self‐congruity and motivations as antecedents of destination perceived value: The moderating effect of previous experience

“…The results show that the influence of self‐congruity on perceived value is greater among tourists with previous destination experience than among first‐time visitors. This outcome reflects the findings of earlier studies reporting that increased familiarity is associated with a more positive destination image (Baloglu, ; Fridgen, ; Ahmed, ; Rodríguez‐Molina et al, ). The better the match between the destination image and self‐image among repeat visitors, the greater the influence on the perceived value of the destination they have visited.…”

“…The proposed model (see Figure ) was estimated using SmartPLS 3 statistical software, developed by Ringle, Wende, and Becker (). Table shows the adequate psychometric properties of the scales used to measure the 12 first‐order constructs in both groups.…”

“…Tourists' behavior is influenced by the extent of their familiarity with the destination in question. The literature demonstrates that experience is a major moderating factor in tourists' evaluation of destinations (e.g., Fallon & Schofield, 2004;Lau & McKercher, 2004;Li, Cheng, Kim, & Petrick, 2008;McKercher & Wong, 2004;Morais & Lin, 2010;Rodríguez-Molina, Frías-Jamilena, & Castañeda-García, 2013). Therefore, it is logical to expect differences in the effects of self-congruity and motivation on value perceptions between first-time and repeat tourists.…”

Investigating the Attractiveness of an Emerging Long‐Haul Destination: Implications for Loyalty

“…Specifically, the findings suggest that personal experience with the destination resulted in greater overall attractiveness and higher visit intentions. These results confirm previous studies (Kim et al, ; Rodríguez Molina et al, ). In addition, in line with Lepp and Gibson (), the findings show that previous experience with other long‐haul destinations may engender confidence for future travel, thus influencing loyalty (Sönmez & Graefe, ; Lepp & Gibson, ).…”

“…Several studies also demonstrated a positive relationship between previous travel experience and loyalty (Sönmez & Graefe, ; Oppermann, ; Pearce & Kang, ). Specifically, as experience with a destination increases, tourists' intentions to revisit the destination in the future also increase (Chen & Lin, ; Rodríguez Molina, Frías‐Jamilena, & Castañeda‐García, ). In addition, individuals with travel experiences in various destinations may become more confident and be more likely to revisit those places (Chi, ).…”