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Articles

Vol. 19 No. 2 (2021)

Destination Image of Himachal Pradesh: Foreign Tourist Perception

DOI
https://doi.org/10.5614/ajht.2021.19.2.03
Submitted
December 6, 2020
Published
2021-09-08

Abstract

Destination Image is a psychological set of emotions in a tourist’s mind. This study is an
inquiry from 384 Foreign Nationals who included destination Himachal in their visit to
India. The latent factors of ‘destination image’ were extracted and validated through
structural equation modeling (SEM). Out of the ten explored latent factors ‘affective’
dimension is the major element followed by ‘infrastructure’, ‘culture’ and ‘safety’ are acting
as significant persuading forces in destination image formation. The study will help various
organizations and agencies to position their tourism products. Future researchers can
investigate the change in destination image with other locations having the same
geographical conditions. This study is limited to the present experience of tourists and
didn’t include the revisit experiences of foreign tourists.

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