Destination image formation: Towards a holistic approach

This article develops a holistic framework of destination image formation capturing the dynamic nature of the image and incorporating information sources and socio‐cultural factors. We combine a focused literature review with the findings of an empirical investigation on the image of Turkey. Utilizing the innovative combination of repertory grid technique, scenario analysis, and online information search, we conducted 32 qualitative interviews with U.K.‐based, non‐Turkish participants. The study shows the necessity for a holistic view of destination image and clarifies the dynamic nature of the image by showing how it is transformed through the information flow from traditional and online sources.