The impact of visitors’ experience intensity on in-situ destination image formation

Purpose This study aims to shed some light on destination image formation by exploring whether image is altered as a result of tourists’ experience intensity with a destination. Design/methodology/approach A visitor experience intensity index was developed based on the amount of events and attractions visitors have already attended/visited or were planning to attend/visit during their stay. The data were collected using self-administered questionnaires and the total sample consisted of 400 tourists in Linz, Austria. Principal component analysis, multivariate analysis of variance and discriminant analysis were applied to analyse the data. Findings The findings indicate that the higher the experience intensity score, the more favourable the cognitive and affective evaluations of destination image, indicating that tourists’ experiences are central in the formation of the in situ image. Research limitations/implications The “level of psychological involvement” with the destination should be considered by future studies, as this paper focussed on level of experience intensity. Practical implications This paper supports the effective and innovative solutions for place marketing and branding of tourist destinations such as promoting experiences that further enhance destination image. The study also assists places with bad reputation or negative image, like the selected case study (Linz, Austria), in repositioning themselves as attractive experience providers. Originality/value The paper’s originality lies in applying “mere exposure theory” in tourism and using an innovative way of measuring tourists’ experience through an intensity index. The study addresses a significant, but still neglected image determinant, that of experience intensity, contributing to a better understanding of the in situ destination image formation process.