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Journal of Travel Research
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The Effect of Online Information Search on Image Development

Insights from a Mixed-Methods Study

Xiang Li

University of South Carolina, Columbia

Bing Pan

College of Charleston, South Carolina

Lixuan Zhang

Augusta State University, Georgia

Wayne W. Smith

College of Charleston, South Carolina

This study explores the potential effects of online information search on tourists' destination image development. Specifically, the terms baseline image and enhanced image are proposed to distinguish the different stages of image development in tourists' minds before and after active online information search. A mixed-methods study, which asked college students to develop a one-week travel plan in China via online search, was designed. Results show that participants' overall image and affective image about China experienced significant and positive changes after online search, while cognitive image basically remained the same. Nevertheless, when asked to describe their image changes, most participants reported changes regarding their cognitive beliefs about China. Furthermore, the qualitative data evidenced the interaction between participants' online information search process and image development.

Key Words: destination image • online information search • mixed methods • China

This version was published on August 1, 2009

Journal of Travel Research, Vol. 48, No. 1, 45-57 (2009)
DOI: 10.1177/0047287508328659
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