Beyond the surface: A dual Lens on blog-mediated destination images

This study examines the explicit–implicit duality of blog-mediated destination images. It challenges three traditional assumptions: these images derive from a monolithic source, they are equally accessible, and they primarily concern first-time tourists. Using a mixed-methods design that incorporates evolved grounded theory, content analysis, social network analysis, experiment, and qualitative interviews, the research validates that travel blogs generate dual-layer images. The findings reveal three points. Explicit images serve as a form of impression management, while implicit images reflect well-being motives. The two layers differ systematically in attribute importance, and cognitive attributes show greater divergence than affective attributes. First-time tourists rely primarily on explicit content but remain responsive to implicit cues, whereas repeat visitors prioritize implicit associations. Theoretically, this study refines destination image theory by reconceptualizing the sources, structure, and influence of blog-mediated images. Practically, it offers a dual-strategy framework for destination marketers to distinguish between and target explicit and implicit imagery toward first-time and repeat tourists.