Visiting Propensity Predicted by Destination Image

Abstract

In destination market positioning, the destination image plays a pivotal role. Due to the interrelationship between destination choice behavior and image, there is an increased interest in the destination image as a predictor variable in a destination choice model. The research presents a binary logistic model to evaluate factors affecting the propensity of potential German travelers visiting the U.S. The overall impression, perceptive image, sociodemographic variables and previous visits are examined in a visiting propensity context. Empirical results of this study showed that the overall image is the most significant factor in influencing destination choice, along with the perceptive image based on destination attributes. The relative importance of the destination image was assessed as being higher than other factors.