**1.3 Research hypotheses**

H1: Price is significantly positively related to affective image.

H2: There is a significant and positive relationship between amenities and affective image.

H3: Ancillary services have a significant relationship with affective image.

a person's beliefs and knowledge about a destination and its attributes, which together help to form an internally accepted mental picture of the place [36]. It also includes a set of attributes that mainly correspond to the resources of a tourist destination [37, 38]. Those resource attributes generally involve the natural environment (scenic beauty, weather, beaches); Amenities (hotels, restaurants, service quality, shops); Attractions (water sports, well - known attractions, a variety of tourist activities); Accessibility (convenient transportation, developed infrastructure, ease of access, Social Environment (personal safety - security, friendly local people, good value for money, a clean environment) [37]. All these can induce an individual to visit a specific destination. The affective component refers to the evaluation stage, concerning the feelings that the individual associates with the place of visit [38]. The affective component generally covers a number of categories: distressing -relaxing, unpleasant-pleasant, boring-exciting, sleepy-lively [39]. The destination should conjure the right emotions in the potential visitor for it to earn a visit [40]. The Conative component (behavioral intention) of DI has been considered by several researchers in DI formation [31, 41, 42]. For these researchers conation is part of the image formation process which is "analogous to behavior evolving from cognitive and affective images" [43] denoting the "intent or action component" [44]. Understanding tourists' intention or the likelihood of visiting a

*Development of a Destination Image Recovery Model for Enhancing the Performance…*

*DOI: http://dx.doi.org/10.5772/intechopen.93854*

destination is crucial for destination marketing managers.

mixed methods in DI studies has gained prominence [46–48].

Destination image comprises functional characteristics, psychological characteristics, common and unique dimensions [45]. Common psychological attributes refer to the friendliness of the locals or beauty of the landscape, whereas unique psychological factors include feelings associated with places of religious pilgrimage or some historic event. [46] indicates that functional characteristics can be easily measured while psychological characteristics, on the contrary, cannot be easily measured. However, together they influence the formation of DI explaining why the use of

**2.3 Determinants of destination image and performance of the tourism sector**

**2.4 Demand (tourist) factors as determinants of DI and performance**

**105**

The demand side of determinants of DI and performance relates to issues which

pertain to tourists'socio-demographic factors [53], tourists' nationality [52, 54] tourists' level of awareness or familiarity with a particular destination [55]. In [56], internal factors influencing the image construct include socio-demographic factors. Specifically, the social and cultural environment relate to socio-demographic aspects of a human being [57]. It is postulated that today's tourists play a leading role in image projection [58]. They have become an active agent who use Web 2.0

The determinants of DI include natural resources; general infrastructure; tourist infrastructure; tourist and leisure recreation; culture, history and art; political and economic factors; the social environment and the atmosphere of the place [49]. However, this view tends to marginalize the role of the tourist's reasoned and emotional interpretation in DI formation. Most studies [50, 51] tend to consider image to be a concept formed by the consumer's reasoned and emotional interpretation as the consequence of two closely inter-related concepts: perceptive/cognitive evaluations referring to an individual's own knowledge and beliefs about the object, and affective appraisals related to the individual's feelings towards the object. The combination of these two factors produces an overall, or compound, image related to the positive or negative evaluation of the product or brand [52].

H4: Accessibility has a significant positive influence on affective image.

H5: Price significantly influences performance.

H6: Amenities significantly influence performance.

H7: Ancillary services significantly influence performance.

H8: Accessibility significantly influences performance.
