Exploring Destination Image Decay

Abstract

Limited research has examined the decay of destination image (DI) using longitudinal repeated measures. This study used a tripartite attitude perspective to examine the structural stability of DI among sport tourists after returning home. Two online survey waves were conducted to monitor the DI change held by 234 nonlocal participants in an international marathon event over a 9-month interval. The results revealed that the DI decayed over time and this decay was dimensionally specific. Affective and conative components of DI were more susceptible to change while cognitive DI was more stable. However, the pattern of decay was moderated by the strength of a tourist’s psychological connection to the destination. Relevant theoretical and managerial implications are discussed to provide insights for both researchers and practitioners.