Differences of Perceived Image Generated through the Web Site: Empirical Evidence Obtained in Spanish Destinations

Abstract

In this paper, a study of the perceived destination image created by promotional Web Pages is expounded in an attempt to identify their differences as generators of destination image in the consumers' mind. Specifically, it seeks to analyse whether the web sites of different Spanish regions improve the image that consumers have of the destination, identifying their main dimensions and analysing its effect on satisfaction and intentions of the future behavior of potential visitors. To achieve these objectives and verify the hypotheses, a laboratory experiment was performed, where it was determined what changes are produced in the tourist's previous image after browsing the tourist webs of three different regions. Moreover, it analyses the differences in the effect of the perceived image on satisfaction and potential visitors' future behavioral intentions. The results obtained enable us to identify differences in the composition of the perceived image according to the destination, while confirming the significant effect of different perceived image dimensions regarding satisfaction. The results allow managers to gain a better understanding of the effectiveness of their sites from a consumer perspective as well as suggestions to follow in order to achieve greater efficiency in their communication actions in order to improve the motivation of visitors to go to the destination.

Consumers’ Motivational Involvement in eWOM for Information Adoption: The Mediating Role of Organizational Motives

“…The existing scientific literature related to online information consumption environment highlights of numerous organizations adapting these mentioned innovative tools and strategies. Computer-generated reality (Charron, 2017), promotional activities and online services through web pages use (Blazquez-Resino et al, 2016;Méndez-Aparicio et al, 2017), mobile advertising, which provides consumers' online information (Hongyan and Zhankui, 2017;Martínez-Ruiz et al, 2017), and the use of eWOM (Huete-Alcocer, 2017). However, there is a literature gap in identifying how online customers' psychologically consume online information and perceive brands to make their decisions for purchase.…”

Commentary: Differences of Perceived Image Generated through the Web Site: Empirical Evidence Obtained in Spanish Destinations

“…As the investigation of "perceived destination images" and "promotional Web Pages" have been consistent themes in the work of Blazquez-Resino and his colleugues, this commentary is based on the key aspect that using online content posted by DMOs is an important generator of destination images. Based on the view that a destination image is dependent on context, the authors have discussed the impact of analyzing differences of "perceived destination image effects" on the satisfaction and intentions of potential visitors (Blazquez-Resino et al, 2016).…”

Editorial: Delineating the Visiting Experience: Matching Destination and Stakeholder Personalities

“…Visitors are no longer prepared to do exactly what they are told and experience a destination exactly as others want them to. Furthermore, evolutions that have recently taken place in destination branding and the relevant novel tools that are available to both DMOs and visitors for promoting and exploring the destinations, respectively, have largely altered the relating matching of destination and stakeholders, as it was traditionally the case (Blazquez-Resino et al, 2016 ). In fact, listening to other visitors (with dissimilar profiles and personalities) could potentially improve their own visiting experience and vice-versa, for example via peer-to-peer (P2P) online communications (Bigné and Decrop, 2019 ).…”

“…Finally, the editorial team of this Research Topic offers a commentary on Blazquez-Resino et al ( 2016 ) work, who empirically examined how the information posted by DMOs websites shape an individual's perceived destination image (PDI). The authors choose to focus on the cognitive and affective dimensions of image, positing that these two account for the tangible physical elements of the destinations under investigation, and the feelings aroused in visitors in response to internal or external stimuli by these destinations that can be rather easily be generated by the online context.…”