As there is still only limited research about expectation formation in destination marketing, the aim of this paper is to enhance this body of knowledge by providing theoretical and empirical evidence about the role of different factors which generate tourist expectations. In particular, since expectations may significantly condition not only the tourist choice process but also the perceptions of experiences, the objective of this paper is to examine the factors contributing to the expectations of a tourist destination. Based on service expectations literature, a theoretical framework postulates the main factors generating tourist expectations.
Empirical research tests the research hypotheses. More specifically, several in‐depth interviews and focus groups (qualitative research) and a survey conducted in a holiday destination (quantitative research) led to data collection.
Tourist expectations are a second‐order factor based on inter‐correlations among several first‐order factors (i.e. past experience, external communication, word‐of‐mouth communication and destination image). In addition, image can be considered as the main factor generating expectations of a destination.
The main limitation of this study is the geographic area (tourist site) of the research process. The tourist destination under investigation significantly influences the characteristics of the sample, of which national tourists are the main constituent.
Managing the destination image and the quality of experience is critical to induce favorable expectations of the destination in the tourist's mind. In addition, the coherence and reliability of destination communication need to be controlled in expectations management.
