From international travelling consumer to place ambassador (original) (raw)

International Marketing Review, 2017

Abstract

Purpose The purpose of this paper is to extend international marketing theory by examining country image effects simultaneously from the perspectives of Product-Country Image (PCI), Tourism Destination Image (TDI), and General Country Image (GCI), and by using tourism satisfaction as the central construct in a comprehensive model that investigates post-visit effects in both the product and tourism domains. Design/methodology/approach International tourists from multiple countries were intercepted at the end of a tourism trip and interviewed in-person using a structured questionnaire, resulting in 498 usable responses for data analysis. The model comprised seven constructs measured with 28 variables and was tested with structural equation modelling. Findings The study uncovers a number of cross-effects between a country as destination and as producer, and establishes tourism satisfaction as a core construct that is relevant to both the tourism and product facets of place image. Pract...

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