Evaluative Images and Tourism: The Use of Personal Constructs to Describe the Structure of Destination Images

Prior research at the regional scale suggests that two components underlie people's evaluations of tourist destina tions: arousing-sleepy and pleasant-unpleasant. A study was undertaken to see if these dimensions also apply at the international and local levels. Although their relevance at the local level appeared to be masked by individuals' personal experiences and knowledge, their applicability at the international scale supports the existence of an underlying general schema in environmental evaluation.