Complex destination image formation: The changes through visitation among domestic tourists

Destination image formation is a dynamic process that evolves over time. This study explores how domestic tourists' destination image and its cognitive and affective components change through direct interaction with the destination. By applying mixed methods to two Alpine destinations, changes in image are analysed across several dimensions: attribute-based versus holistic, functional versus psychological, and common versus unique. The findings reveal that domestic tourists often reaffirm their initial beliefs and struggle to articulate perceived changes in destination image. Most modifications in image occur for both first-time and repeat visitors, indicating that many changes from pre-visit to post-visit may be temporary. While some aspects shift towards more psychological and holistic characteristics, others become more defined by functional and attribute-based information. This dynamic suggests a relationship between the perception of incongruity and the gap between pre-visit expectations and actual experiences. Therefore, destination managers and marketers should aim to generate high expectations and develop compelling narratives for image elements that have high ambiguity. Conversely, they should avoid overpromising on elements with low ambiguity to manage visitor satisfaction effectively.