Incongruence in Destination Image: Central Asia Region

Abstract

The Silk Road has a twenty-five century long history as a network of communication and trade routes from Asia to Europe. This study aims to investigate whether there are significant differences between pre- and post-travel images of Central Asia and whether the incongruence between pre- and post-travel image constructs influences tourists’ satisfaction with the trip and their behavioural intentions. The pre- and post-travel surveys were administered to first-time Korean visitors to Central Asia. Factor analyses were conducted on pre- and post-travel image and benefits differences. Regression analyses examined relationships among image and benefits incongruence, trip satisfaction and behavioural intentions. Some pre- and post-travel affective and cognitive images of Central Asia were significantly different, whereas all benefits were perceived more positively after the trip. Also, tourists who reported positive changes in affective and cognitive images were more satisfied with the trip and their satisfaction influenced their intentions to revisit the region.

Key Words:

• Image congruence
• benefits sought
• satisfaction
• behavioural intention
• Central Asia