“…Destinations attempt to differentiate themselves in an increasingly competitive market (Melo et al, 2016). Image is a critical factor in selecting tourist destinations (Melo et al, 2016) and a powerful management tool to empower the tourism industry in the market (Afshardoost & Eshaghi, 2020). The term DI refers to a city, region, or country (Pereira et al, 2021) and includes beliefs, emotions, understandings, and knowledge of a destination, obtained through direct (traveling to the destination) and indirect information (reference groups, tourism channels, social media, or the Internet) (Shafiee et al, 2020).…”