Tracking destination image across the trip experience with smartphone technology

• Published in: Tourism management (1982) Vol. 48; pp. 113 - 122
• Main Authors: Smith, Wayne W., Li, Xiang (Robert), Pan, Bing, Witte, Mark, Doherty, Sean T.
• Format: Journal Article
• Language: English
• Published: Elsevier Ltd 01.06.2015
• Subjects: Mixed methods; Photo elicitation; Repeated measures; Smartphone; Repeated measures; Photo elicitation; Image; Mixed methods; Smartphone
• ISSN: 0261-5177; 1879-3193
• DOI: 10.1016/j.tourman.2014.04.010

The purpose of this study is to examine changes to tourists' image of a destination throughout a trip experience. Using Blackberry technology, a group of Canadian student travelers to Peru were asked to record images and experience about their trip during several key moments (pre-trip, upon arrival, half-way, departure, and post-trip). The results of this mixed methods study indicate that tourists' destination image is dynamic and continuously evolving throughout their trip, and various incidents during the trip could impact it. Of particular importance are the impressions made upon arrival and departure, as they are powerful determinants of post-trip images. Affective image appear to be rather haphazard during the trip whereas most respondents' cognitive image follows a specific pattern where the subjects go through an adjustment period at the beginning of the trip (resulting in lowered scores) but then rebound in a positive direction from that point. Further, post-trip cognitive scores tend to continue to rise significantly while affective scores tend to return to pre-trip levels. •Examines the evolution of image throughout the trip experience.•Smartphone technology is used record images and perceptions.•Image fluctuates during the trip experience.•Arrival and departure scores have a strong impact on post trip evaluation.