Image effect on customer-centric measures of performance

Sangwon Park, Juan L. Nicolau

Research output: Journal article publicationJournal articleAcademic researchpeer-review

14 Citations (Scopus)


This study analyzes the effect of the difference between the pre-trip image of a destination and the post-trip image on, for the first time, two key elements of traveler behavior, which in turn are two customer-centric measures of destination performance: travel satisfaction and intention to revisit a destination. While the literature on the analysis of destination image has been prolific, the intricacies of the effects of changes in destination image on traveler behaviors remain unexplored, behaviors whose relevance is still greater when they show destination performance indicators. Based on the concepts of the zone of tolerance (derived from the service quality model) and loss aversion (from prospect theory), we explain the differential asymmetric effects of variation in destination image on intention to revisit and satisfaction, based on a sample of 12,024 individuals. Critical implications for destination marketing organizations are provided.

Original languageEnglish
Pages (from-to)226-238
Number of pages13
JournalAnnals of Tourism Research
Publication statusPublished - May 2019


  • Destination image
  • Loss aversion
  • Revisit intention
  • Satisfaction
  • Zone of tolerance

ASJC Scopus subject areas

  • Development
  • Tourism, Leisure and Hospitality Management


Dive into the research topics of 'Image effect on customer-centric measures of performance'. Together they form a unique fingerprint.

Cite this