Description du projet :
Destination image is one of the most researched topics. Numerous researchers have confirmed that both cognitive image and affective image contribute to overall destination image and consequently the intention to visit. Furthermore, affective image is more influential than cognitive image.
Yet, three issues found commonly in previous research justify the need to conduct additional study. Most research did not differentiate visitors and potential visitors, even though visitors tend to improve their destination image. Most research did not use pictorial contents, but texts. Hence, how pictorial contents evoke affective image and intention to visit still needs to be investigated. The dimensions used to measure affective image were validated and reliable, but new dimensions could be introduced to better understand the affective image.
Increasing numbers of DMOs are competing for the attention of potential travellers, and must optimize its resources to achieve its mission - evoke the affective feeling and increase the intention to visit. For these reasons, this project aims to understand what pictorial content will stimulate the desired affective feelings towards a destination.
Research team within HES-SO:
Zizka Laura
, Chen Meng-Mei
Partenaires académiques: VD - EHL - EHL; Chen Meng-Mei, VD - EHL - EHL
Durée du projet:
01.01.2019 - 30.06.2020
Montant global du projet: 99'000 CHF
Statut: Completed
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