Is perception of destination image stable or does it fluctuate? A measurement of three points in time

Abstract This study aimed to identify variations of three types of perceived image including affective, cognitive, and overall image over three points in time and to test the efficacy of image in explaining satisfaction, knowledge, and attachment with a destination. Although previous studies used results collected through a cross‐sectional survey, this study surveyed the same samples at three different times, that is, before, during, and after travel, to enrich our understanding of how image develops through the three key stages of a trip. The findings indicate that there is significant variation in perceived image domains, extracted as a result of factor analysis, and overall image across time. To predict satisfaction, attachment, and knowledge, “vividness” of the affective image domains and “diverse tourism attraction” of the cognitive image domains showed significance on regression models. Interestingly, “developed tourism industry” was not reported being significant predictor in any model. The results suggest that future studies need to measure destination image over time in line with traveler's movement.