How does confirmation of motivations influence on the pre- and post-visit change of image of a destination?

Abstract

Purpose The purpose of this paper is to analyse the influence of the confirmation of the motivations of tourists in changing image of a tourist destination pre- and post-visit. That is, considering whether once the tourist has made the trip, depending on whether their expectations have been met and confirmed motivations, will have a more or less image gap. Design/methodology/approach The authors conducted an empirical study with a representative sample of leisure tourists to Tenerife (Canary Islands, Spain) of both sexes, 16 or more years of age, and visiting the island of Tenerife for the first time from abroad and from the rest of Spain. The final sample was 411 participants. Findings The results verify that the confirmation of the intellectual and escape motivations influences directly and positively change cognitive image pre- and post-visit. The fact that the affiliation motivations do not influence the cognitive image gap may be due to that tourists who visit a destination stay with friends or family and for this they interact less with the destination, which will imply that the cognitive image pre- and post-visit do not vary. Originality/value This research has sought to contribute towards a better understanding of the area, which is concerned, with the image of destinations and, more specifically, the concept of how the image changes after a visit to the destination. In this sense, and given the of lack empirical evidence about how confirmation of motivations influences on destination image gap, this research aims to contribute to the improvement of knowledge about the personal factors that influence the change of the pre- and post-visit destination image.