Destination image and on-site tourist behaviour: a systematic literature review

Abstract

Destination image is a prominent topic in tourism research. While studies on destination image have extensively focused on the role of image in destination selection and consumer loyalty, its impact on tourists’ on-site behaviour is often overlooked. This paper explores this relationship through a systematic literature review of Scopus-indexed research published between 1960 and 2019 concerning this theme, discussing the main findings and methodologies utilized as well as the thematic context in which this research was conducted. Research reveals to be primarily quantitative and addressing several components of destination image. The effects of image on on-site behaviour, although less frequent than those on pre and post-travel behaviour, have been analysed in terms of activities sought, levels of expenditure, length of stay, itinerary choices and behaviours towards accommodation. Based on this analysis, gaps in the academic literature are identified suggesting future avenues of research.