Transformation Patterns of Tourist Destination Images: An Empirical Study

The results revealed that the experimental group had 20 different items existing in the three stages and could be combined into five trends. The complex image scores were the highest which meant the stimulations of on-site experience effectively affect visitors’ destination images.

In the control group, only six items had significant differences and could be categorized into three trends, the participants might be interfered by other information. In conclusion, the three-stage images can be affected by “commercial information” and “on-site experience” which is coherent with results from Fakeye and Crompton’s (1991) study. Implications for the management was directed to promoting visiting possibility by creating favorable images to potential visitors.