Destination Image, Emotions, and Intention to Visit: An Application of The Stimulus Organism Response Model

Author Bios (50 Words for each Author)

Xing (Nova) Yao, Ph.D. is a doctoral student in the Department of Health and Wellness Design in the School of Public Health at Indiana University. She studies the mental health implications of women in the hospitality and tourism workplace.

Wyatt Hasler is an undergraduate student in the Department of Health and Wellness Design in the School of Public Health at Indiana University. He is interested in exploring the impacts of tourism in diverse communities.

Evan J. Jordan, Ph.D. is an Assistant Professor in the Department of Health and Wellness Design in the School of Public Health at Indiana University. His research focuses on the impacts of tourism on the physical and mental health of residents of host communities. He is particularly interested in tourism’s impact on stress, emotions, and quality of life and their implications for public health.

B. Bynum Boley, Ph.D., is an Associate Professor within the University of Georgia's Parks, Recreation and Tourism Management program. Bynum’s research focuses on sustainable tourism development and how the unique natural and cultural resources of communities can be protected, packaged and marketed to jointly increase sustainability, resident quality of life and a community’s competitiveness as a tourism destination.

Kyle Maurice Woosnam, Ph.D., is an Associate Professor in Parks, Recreation and Tourism Management in the Warnell School of Forestry and Natural Resources at the University of Georgia, USA. Kyle’s research interests concern social-cultural and economic impacts of tourism, resident-tourist interactions within tourist destinations, and sustainable tourism development and planning.

Abstract (150 Words)

In this study, we utilize the stimulus organism response model from the psychology discipline to examine the relationships between destination image, emotions, and intention to travel to the United States. A structural equation model of data collected from 1,653 individuals from the top five travel markets to the United States (Canada, China, Japan, Mexico, and the United Kingdom) revealed that emotions partially mediated the relationship between destination image and intention to visit. The strongest relationship between destination image and intention to visit existed through positive emotions rather than negative ones, indicating that destination managers and marketers would be wise to seek to create positive emotions through their marketing and outreach efforts. Furthermore, this research extends tourism theory by expanding the way emotions are measured in relation to destination image – differing from traditional destination image model studies that use cognitive, affective, and conative image.

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Destination Image, Emotions, and Intention to Visit: An Application of The Stimulus Organism Response Model

In this study, we utilize the stimulus organism response model from the psychology discipline to examine the relationships between destination image, emotions, and intention to travel to the United States. A structural equation model of data collected from 1,653 individuals from the top five travel markets to the United States (Canada, China, Japan, Mexico, and the United Kingdom) revealed that emotions partially mediated the relationship between destination image and intention to visit. The strongest relationship between destination image and intention to visit existed through positive emotions rather than negative ones, indicating that destination managers and marketers would be wise to seek to create positive emotions through their marketing and outreach efforts. Furthermore, this research extends tourism theory by expanding the way emotions are measured in relation to destination image – differing from traditional destination image model studies that use cognitive, affective, and conative image.