Chapter 5: Social Media Sites in Destination Image Formation

Studies about destination image have been discussed extensively in the literature due to its impact on tourist behavior. Despite the significant number of contributions, existing models are outdated in the context of globalization. This chapter synthesizes relevant literature and evaluates the effects of social media on destination image formation. Built on the seminal work by Gartner and that of Tasci and Gartner, the chapter extends the existing understanding with a conceptual model. The construct posits that, with the social media sites as the agent, an overall conative image of a destination can be formed by the overlap of provision and evaluation of cognitive and affective information by and among suppliers, consumers, and third parties.