Examining Multilevel Halo Effects of Country and Destination Images: The Case of Singapore as a Tourism Hub in Asia

Tourists’ destination evaluations play a crucial role in their travel decision-making. This study proposes a conceptual framework to ascertain US tourists’ travel intentions to Singapore, focusing on two different types of halo effects (traditional and reversed). The findings demonstrate that Singapore’s country image can positively influence US tourists’ destination evaluations through the traditional halo effect. Moreover, both cognitive and affective destination images can be transferred through the reversed halo effect, which influences tourists’ overall perceptions. The main contribution of this study lies in revealing the effectiveness of the halo effect as an image transfer mechanism between various objects. Moreover, the results validate the unconventional relationship: affective destination image positively influences cognitive destination image. Furthermore, the study has revealed that cognitive destination image, country character, and people’s competencies collectively influence US tourists’ travel intentions. Thus, to attract prospective tourists, destination management organizations (DMOs) must capitalize on halo effects in their destination marketing campaigns.