The role of visual media in religious tourists' destination image, choice, and on-site experience: the case of Tinos, Greece

Although visual media are known to influence the image people have of tourism destinations worldwide, only a few studies have examined their role in the context of religious tourism. This study explores the role TV news and documentaries play in religious tourists’ destination image, choice and on-site experience. Ethnographic research (31 participant observations and 38 in-depth interviews) was conducted in two organized coach trips to the sacred island of Tinos, Greece. The findings suggest that broadcasted images of the holy icon, the leading politicians, and the performing religious crowd shape the image of Tinos and influence visitation patterns. Additionally, the visual projection of religious tourists’ offerings appears to condition peoples’ on-site experience. The theoretical and practical implications of the study are also discussed