Multisensory Processing Impacts on Destination Image and Willingness to Visit

Abstract Missing from destination image research is a focus on multisensory processing, particularly with respect to multiple types of communication about a destination. In this study a 2 × 2 between‐subject experimental design was employed to explore how multisensory processing of various forms of communication induces or amplifies positive images. At the same time, the relative contributions of empathy and destination image to willingness to visit the tourism destination were investigated. Structural equation modeling suggested that multisensory processing positively affected empathy and destination image, and empathy and destination image contributed to willingness to visit a destination. The study results are discussed in terms of their contribution to the literature as well as the ways in which they can be used by tourism researchers and marketers. Copyright © 2014 John Wiley & Sons, Ltd.