ASSESSING THE RELATIONS BETWEEN PERCEPTUAL AND AFFECTIVE COMPONENTS OF A DESTINATION IMAGE: A CASE OF CHINA AS A DESTINATION

Author #1

Abstract

Baloglu and McCleary’s (1999) destination image formation model suggests that a destination image has two hierarchically related components - perceptual and affective images, on which a holistic image is based. Although many studies adopt this image structure and agree on the hierarchical relationship between the two components, few of them have examined this relation and the way it is formed. The purpose of the study is twofold: first it is to identify the current perceptual and affective images of a destination, using China as a case; then to determine the inner relationship between the two image components. Survey data from an existing study on college students’ (N=421) destination image of China research are used to investigate the research questions. Results from the factor analysis reveal positively strong functional and moderate psychological factors within the perceptual image. Analysis of affective components shows a strong and positive reaction on activeness, and a slightly positive reaction on pleasantness. Results of multiple regression analyses indicate that functional factor are more effective in predicting activeness dimension while psychological factor are more significant in influencing pleasantness dimension. The findings provide useful implications for creating a positive destination image.

 

ASSESSING THE RELATIONS BETWEEN PERCEPTUAL AND AFFECTIVE COMPONENTS OF A DESTINATION IMAGE: A CASE OF CHINA AS A DESTINATION

Baloglu and McCleary’s (1999) destination image formation model suggests that a destination image has two hierarchically related components - perceptual and affective images, on which a holistic image is based. Although many studies adopt this image structure and agree on the hierarchical relationship between the two components, few of them have examined this relation and the way it is formed. The purpose of the study is twofold: first it is to identify the current perceptual and affective images of a destination, using China as a case; then to determine the inner relationship between the two image components. Survey data from an existing study on college students’ (N=421) destination image of China research are used to investigate the research questions. Results from the factor analysis reveal positively strong functional and moderate psychological factors within the perceptual image. Analysis of affective components shows a strong and positive reaction on activeness, and a slightly positive reaction on pleasantness. Results of multiple regression analyses indicate that functional factor are more effective in predicting activeness dimension while psychological factor are more significant in influencing pleasantness dimension. The findings provide useful implications for creating a positive destination image.