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The formation of inaccurate cognitive destination image from a memory process perspective

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  • Yuanyuan Shi
  • Zihang Huang
  • Jingru Zhang

Abstract

People often harbour misconceptions when forming their perceptions of destinations. Via a top-of-mind association task, this paper investigates the cognitive mechanisms behind the formation of inaccurate destination images of several Chinese metropolises. The results reveal that the primary factors leading to inaccurate cognitive destination images are proximity and stereotyping. Proximity includes geographic, cultural, sensory, semantic, and phonetic similarities among mental representations; whereas, stereotyping that tends to resist change can lead to systematic biases. This paper enriches our understanding of destination image and offers novel perspectives for destination branding and management.

Suggested Citation

  • Yuanyuan Shi & Zihang Huang & Jingru Zhang, 2025. "The formation of inaccurate cognitive destination image from a memory process perspective," Current Issues in Tourism, Taylor & Francis Journals, vol. 28(13), pages 2052-2057, July.
    • Handle: RePEc:taf:rcitxx:v:28:y:2025:i:13:p:2052-2057
    DOI: 10.1080/13683500.2024.2355570
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