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The literature review has demonstrated that des
tination
image, as a construct, is associated not only
with objective or more factual information but also
with an individual’s beliefs, feelings, and opinions
about
the
experience
they
have
on
a
destination
(e.g., Gallarza, Saura, & Garcia, 2002). This expe
rience
involves a triad of relations within the place,
the
residents,
and
the
tourists.
That
leads
to
the
conclusion that destination image is experiential in
its essence (Hudson & Ritchie, 2009), embedded
in subjective traits that belong to different method
ologies
(Rodrigues, Correia, & Kozak, 2012). Fur
thermore,
the explosion of digital and virtual media
reinforces the need for different methodologies to
measure a construct that is cocreated at the time the
tourist visits and is eminently symbolic and subjec
tive
(Govers, Go, & Kumar, 2007).
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Cognizant communication corp