2.4.2. Destination Image

Destination image is formed by the interaction of people and places (Pearce and Stringer 1991). Based on subjective interpretations, a tourist's thoughts and feelings toward the destination are generated and affect their image formation (Tasci et al. 2007; Veasna et al. 2013). Destination image is described as "the sum of beliefs and impressions that a person has of a destination" (Chiu et al. 2014).

Despite the significant effect of destination image on CBBETD, only a limited amount of research has focused on the moderating effect of destination image. Line and Hanks (2016) identified the moderating effect of destination image in relation to guests' perceptions and

behavioural intentions in the green hotel industry. Other researchers have considered destination image as an antecedent of the intention to revisit a destination (Stylos et al. 2016) or as an outcome of destination marketing (Wong et al. 2016).

For the purpose of this paper, destination image represents "an interactive system of thoughts, opinions, feelings, visualizations, and intentions toward a destination" (Tasci et al. 2007). It has been proven that destination image has a large impact on customer loyalty. The image of a destination is the most important and significant dimension of CBBETD model. A leading destination image brings more customers to make an effort to visit or revisit a destination and also to recommend it (behavioural and attitudinal loyalty). Destination image creates an impact on loyalty through satisfaction (Marine-Roig 2021).
