Residents’ destination image: a perspective article

Abstract

Purpose This paper aims to discuss the development up to now in the field of residents’ destination image and propose new avenues for research that will help the field to mature. Design/methodology/approach The paper is based on a thorough review of the relevant academic literature. However, owing to the very tight word limit (1,000), only few representatives studies were mentioned in the manuscript. Findings In spite of its contribution, the restricted and descriptive nature of much of the research calls for a more theoretically informed approach. A lack of consensus is also apparent with regard to the conceptualization and operationalization of the resident destination image construct. Most studies did not commonly provide a definition, and an interchangeable use of “place image” and “destination image” is noted. Equally, great variation is observed in the measurement items used to capture image – the scales used are often readily adopted from tourist studies – while there is limited attempt for scale development. Within this realm, the vast majority of previous research used quantitative methods. Next, despite the strong theoretical rationale, there is limited empirical evidence documenting the importance of residents’ destination image on tourists’ own image formulation. Little is also known about the inner motives that lead some residents to act as ambassadors of their place. Originality/value The need to expand our knowledge and understanding of residents’ destination image in the future is established. The paper also briefly presented the first era of research on residents’ destination image and critiqued its predominantly descriptive nature. Areas that seek further attention have been highlighted along with directions for future research.