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Various factors influence destination image such as information sourcing from diverse channels as well as perceiver characteristics including sociodemographic characteristics and past travel behavior. Past travel behavior and its influence on destination image receive much attention from destination image researchers; however, these researchers do not discuss the reasons of visitation's influence on destination image. Using a large and longitudinal data set from the Michigan Regional Travel Market Survey, this study reassesses the influence of visitation on destination image and provides a dialectic discussion of the potential reasons for this influence reflecting on various theories from related fields of study. This article includes implications and future research suggestions.
Asli D.A. Tasci (Fri,) studied this question.