...Soyeon Kim; Xinran Lehto; Jay Kandampully Purpose The primary purpose of this study is to examine the effects of destination familiarity on consumers’ evaluations (cognitive image) and feelings (affective image) about the destination, leading to their intention to visit. Design/methodology/approach...

... and overall image. This in turn influenced the behavioral intentions of tourists. The effect of specific emotions on affective image was stronger than on cognitive image in yoga tourism. Practical implications The marketing campaign of yoga tourism should highlight the special benefits of yoga to activate...