The role of destination image in tourism: A review and discussion

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Abstract
The goal of a behavior analysis approach to travel studies is to understand the psychological forces that motivate an individual traveler, that influence the various travel-related decisions the individual makes, and that impact the level of satisfaction with a destination region (Chon, 1989). A number of tourism and recreation researchers have investigated the reasons why people travel; studied the traveler's travel purchase behavior; and emphasized the image of a tourist destination and the tourist's perception of an attitude toward a tourist destination.