An integrative model of place image: Exploring relationships between destination, product, and country images

To advance place image theory, this study combines elements from two areas that have explored place image more than any others: tourism destination image (TDI) and product-country image (PCI). Key constructs from each are measured simultaneously in an Integrative Model of Place Image. The model test uses consumer survey data from South Korea to compare image measures of the United States and Japan using structural equation modeling. The results reveal that cognitive country image has greater influence on product factors than on destination factors, while affective country image has greater influence directly on receptivity than indirectly on beliefs. In addition, consumer beliefs exhibit a strong crossover effect between product beliefs and destination receptivity. Newly tested relationships point to a number of directions for future research in place image and branding, and provide empirical evidence of the need for place marketers to move toward greater integration between product- and tourism-oriented place image campaigns