Skip to main content

DMO online platforms: Image and intention to visit.

Molinillo, S., Liébana-Cabanillas, F., Anaya-Sánchez, R. and Buhalis, D., 2018. DMO online platforms: Image and intention to visit. Tourism Management, 65 (April), 116 - 130.

Full text available as:

DMO online platforms- image and intention to visit.pdf - Accepted Version
Available under License Creative Commons Attribution Non-commercial No Derivatives.


DOI: 10.1016/j.tourman.2017.09.021


The online platforms (i.e., websites and social media) of Destination Management Organizations (DMOs) are among the most useful tools for building and promoting a destination image (DI). However, the associated effects on the DI have not been sufficiently studied and prior research has not assessed the influences of involvement on the DI formation process. The aim of this study is to explore the moderating effects of DMO online platforms on the DI through a conceptual model. The proposed model was empirically verified through an experiment and tested using PLS-SEM method. The findings demonstrate that tourist involvement has a positive impact on cognitive image and affective image, forming the DI as an antecedent of the intention to visit. The results also show that image formation and intention to visit the destination vary depending on the platform used by travelers to access the information.

Item Type:Article
Uncontrolled Keywords:Destination image;Intention to visit; DMO; Website; Social media; Millennials
Group:Bournemouth University Business School
ID Code:30651
Deposited By: Symplectic RT2
Deposited On:30 Apr 2018 13:33
Last Modified:14 Mar 2022 14:10


Downloads per month over past year

More statistics for this item...
Repository Staff Only -