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Do destination images really matter? Predicting destination choices of student travellers

Texas A&M University, Department of Recreation, Park and Tourism Sciences, 2261 TAMU, 308 Francis Hall, College Station TX 77843-2261, USA, esirakay{at}rpts.tamu.edu

Sevil F. Sonmez

Texas A&M University, Department of Recreation, Park and Tourism Sciences, 2261 TAMU, 308 Francis Hall, College Station TX 77843-2261, USA

Hwan-Suk Choi

Texas A&M University, Department of Recreation, Park and Tourism Sciences, 2261 TAMU, 308 Francis Hall, College Station TX 77843-2261, USA

The purpose of the study was to identify images that are likely predictors of destination choices of college students considering travelling to Turkey in a probabilistic model when two measurements of the dependent variable were involved. Five hundred surveys were distributed to geographically dispersed universities across the USA. Based on a response rate of 65.4 per cent, the study results indicated that travellers can compartmentalise their mental pictures and evaluate each image component according to its importance in choice decisions. Moreover, familiarity with the destination can be considered as a moderator variable in decision-making models. Implications for destination mar keting and management are discussed in light of the study findings.

Key Words: destination image • college students • tourist destination • Turkish tourism • likelihood model

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