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International versus Domestic Visitors: An Examination of Destination Image Perceptions

Dedman School of Hospitality, College of Business, Florida State University, in Tallahassee

Sacha M. Joseph

Department of Marketing, College of Business, Florida State University, in Tallahassee

Mo Dai

Bonn Marketing Research Group, in Tallahassee, Florida

Potential tourists use various destination attributes to aid in destination image formation. Destination environmental attributes related to the actual product or site have been shown to influence destination image. These environmental attributes can be grouped into two subcategories—destination atmospherics and destination service. This study identified significant differences in the ratings of these two categories when comparing three groups of visitors to Florida: Florida (in-state) residents, U.S. domestic (non-Florida), and international. Understanding destination images that past visitors hold about a particular destination may provide useful insights into understanding existing images about that destination and can aid in the development of positioning strategies to alter or maintain these images. This study offers a first step in examining the varying perceptions visitors can hold about a destination based on their country of origin.

Key Words: destination image perceptions • international travelers • destination atmospherics and services

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