The Typology and Role of Online Information Sources in Destination Image Formation: An EyeTracking Study

Abstract

Abstract. The construct of destination image and its formation are well researched. Numerous studies are conducted to investigate how destination images impact tourists" attitudes, behaviour and destination choice and what factors influence their destination image formation. However, much of this research focuses on post-visit images, and little is still known about the actual process of destination image formation as it unfolds, particularly prior to visiting a destination. Understanding this process of image development is meanwhile critical, as tourist numbers worldwide continue to grow. Destinations face fiercer competition, and their expanding image representations on the Internet are more frequently created outside Destination Management Organisations" (DMO) offices. This study attempts to shed light on a destination image formation process prior to visiting a destination. By triangulating click-stream, eye-tracking, questionnaire and interview data, the work explores the types of online information sources involved in this process and examines their significance for destination image formation.

A review of eye-tracking research in tourism

“…Online accommodation choice is impacted by attention to hedonic images (Pan et al, 2013) but users' information search is mostly utilitarian in nature (Pan et al, 2011). Eye-tracking studies of destination choice before travelling has found that purchase selection is influenced by information supply channel characteristics (Mariussen, Von Ibenfeldt, & Vespestad, 2014).…”

The Immediate Impact of Instagram Posts on Changing the Viewers’ Perceptions Towards Travel Destinations

“…The research around the influence of UGC on DI formation needs further exploration (Mariussen, 2014). Therefore; this research aims to answer the following question: To what extent does UGC through Instagram change the viewer's perceptions towards a travel destination?…”

Shaping Climbers’ Experiencescapes: The Influence of History on the Climbing Experience

“…Image is an area of tourism that has received great attention (Baloglu & Mangaloglu, 2001; Gallarza, Saura, & Garcia, 2002; Mariussen, von Ibenfeldt, & Vespestad, 2014). The importance of image for destinations is commonly recognized (Gallarza et al, 2002), such as its influence on revisit intention (Pratminingsih, Rudatin, & Rimenta, 2014).…”