Touristic destination image in light of the service dominant logic of marketing. An internet-based survey was distributed and completed by respondents. The TDI constituting factors, and variables representing the Personal Values as ancestors and the Consumer Behavior as descendants , were submitted to a Structural Equation Model to evaluate the TDI internal arrangement and inter-construct relationships. Results indicate that values related to self-respect, security and excitement influence the assessment of some TDI components, and that the last four constructs influence the likelihood of individuals to visit or to recommend the destinations.
Keywords: Tourism, tourist destination image, image measurement, means-end theory, Brazil. A pesquisa foi aplicada com pessoas. In this sense, the destination is a construct that takes distinct discursive forms and practices across various spatial and temporal contexts. Destinations are multicultural and globalized markets where various actors produce, maintain, negotiate, and transform meanings while creating destination cultures.
The image of a destination arises from knowledge functional aspect and emotions affective aspect that an individual or a group has about a particular place. Previous works proposed scales to determine internal arrangement of attributes to measure the perceived image of destinations. Nevertheless, none of these studies dared to validate a universal instrument able to be used everywhere and in any context.
Stylidis et al. The caractheristics and number of attributes used to capture destination image till then had many variations, suggesting a lack of agreement about its measurement.
They suggested that destination image still requires improvements to advance towarad an universal framework of measurement. The main objectives of this work are 1 to validate a scale for assessing the cognitive image of coastal destinations in Brazil, with different portfolios of resources and attractions, and 2 to propose an alternative arrangement for destination image in light of three theories not yet tested in studies of destination image, and in this way, fill the gap regarding the third dimension proposed by Mazanec that was not discussed in previous works.
