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Halo effects of tourists’ destination image on domestic product perceptions

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  • Lee, Richard
  • Lockshin, Larry

Abstract

Country-of-origin (COO) image may imbue product beliefs, just as beliefs about a travel destination can form from destination image. As COO and destination image both concern belief formations from images, we meld these research streams to investigate the influence of destination image on beliefs of and preference for the destination’s local products. We posit that consumers may non-consciously form a COO image from destination image, which in turn influences product preference. Consumers in China (n=226) and Chinese tourists in Australia (n=235) self-reported their perceptions of Australia as a tour destination and of Australian wine. The results show that destination image positively influences product beliefs with both samples, but the influence is stronger with Chinese consumers who are unfamiliar with Australia. Destination image influences product preference indirectly via product beliefs. A key managerial implication is that exporters and tourism authorities should cooperate to harness a country’s destination image for exports.

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  • Lee, Richard & Lockshin, Larry, 2011. "Halo effects of tourists’ destination image on domestic product perceptions," Australasian marketing journal, Elsevier, vol. 19(1), pages 7-13.
    • Handle: RePEc:eee:aumajo:v:19:y:2011:i:1:p:7-13
    DOI: 10.1016/j.ausmj.2010.11.004
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    2. Yin, Cheng-Yue & Poon, Patrick & Su, Jing-Lei, 2017. "Yesterday once more? Autobiographical memory evocation effects on tourists' post-travel purchase intentions toward destination products," Tourism Management, Elsevier, vol. 61(C), pages 263-274.
    3. Lee, Richard & Lockshin, Larry & Cohen, Justin & Corsi, Armando, 2019. "A latent growth model of destination image's halo effect," Annals of Tourism Research, Elsevier, vol. 79(C).
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    6. Cardoso, Lucília & Dias, Francisco & de Araújo, Arthur Filipe & Andrés Marques, Maria Isabel, 2019. "A destination imagery processing model: Structural differences between dream and favourite destinations," Annals of Tourism Research, Elsevier, vol. 74(C), pages 81-94.
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