This research examines the effectiveness of destination familiarity as a segmentation variable. Based on the traditional destination‐choice model, which suggests that customers might eliminate unfavorable destinations in the early stages of information search process, this research proposes that familiar customers should possess more favorable destination images and higher visiting intentions than unfamiliar customers. As the results confirm the positive effects of destination familiarity on destination image and travel intention, the effectiveness of destination familiarity as a segmentation variable is also verified. Copyright © 2011 John Wiley & Sons, Ltd.

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This research examines how destination perceptions are socially constructed in the context of international tourism. Building on social identity theory, this research proposes that the process of international stereotyping might be triggered when two countries have conflicts, resulting in the formation of negatively biased country and destination images. The results show that individuals who have higher identification with their own country (guest country) might possess poorer evaluations of the host country. The results further indicate that biased perceptions are fairly solid in that they might not be dispelled after actual visitation. The results of this research provide evidence that destination image might be a collective construction and that biased destination perceptions might be determinant factors influencing destination choice decisions.

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