Title of Paper

The Moderating Effect of Familiarity on the Structural Model of Country and Destination Image

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Abstract

This research extends knowledge of how country image influences destination image. Building on Han’s (1989) halo effect model (when consumers are unfamiliar with the product, country image tends to influence product evaluation through product belief) and summary cue model (when consumers are familiar with the product, country image tends to have direct effects on product evaluation), this research examines the moderating effects of familiarity on the structural model of country and destination image. The results indicate that summary cue model is better fitted under both conditions, which highlights the importance of country image as national stereotypes on destination image.

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The Moderating Effect of Familiarity on the Structural Model of Country and Destination Image

This research extends knowledge of how country image influences destination image. Building on Han’s (1989) halo effect model (when consumers are unfamiliar with the product, country image tends to influence product evaluation through product belief) and summary cue model (when consumers are familiar with the product, country image tends to have direct effects on product evaluation), this research examines the moderating effects of familiarity on the structural model of country and destination image. The results indicate that summary cue model is better fitted under both conditions, which highlights the importance of country image as national stereotypes on destination image.