Resumen de Destination Images and Consumer Confidence in Destination Attribute Ratings
The purpose of this article is to propose consumer confidence as an intervening variable conditioning the effects of experience and knowledge on tourists’ ratings of destination images. Specifically, this research proposes that experience and knowledge influence both destination attribute assessments and the tourists’ confidence in making those assessments. Further, tourist confidence also moderates the influence of image on destination choice. In a study of ski vacation destination images, consumer confidence and enduring involvement in skiing were correlated with significantly more positive destination images. As confidence increased, the strength of the association between image and choice also increased.
