DESTINATION IMAGE ANALYSIS AND ITS STRATEGIC IMPLICATIONS: A LITERATURE REVIEW FROM 1990 TO 2019

Purpose of the study: "Image" not only exists in the market of consumer goods as well as tourism but also is the criteria usually used by consumers to make decisions. However, little literature is concerned with a comprehensive analysis of its development trajectory, application domains, and strategic implications. This study aims at conducting an extensive review of DI's current literature to examine the key concept of consumer behaviors. Methodology: Based on Scopus, this paper surveys the development trajectory of destination image using a literature review with the solo keyword “destination image” from 1990 to 2019. Main findings: The findings indicate that the development of destination image begins in 1995 and the overall growth is steady and strong. There are three development waves, such as 2002-2007, 2008-2013, and 2015-2019. These 908 articles were scattered across 182 different journals. Besides, all these keywords related to counties/areas are mostly equipped with tourism competitiveness as well. Applications of this study: This study reveals five problem domains of destination image including environment and government, destinations, tourists, culture, and others, respectively. This would call the attention of the executives and authorities concerned with environmental sustainability, adaptability/responsiveness of strategies, destination competitiveness, capabilities development, resource allocation, and tourist behavior (e.g., decision-making and post-purchase intention). Originality/Value: Based on the nexus between “environment-destination-tourist”, this study proposed a strategic map of DI to future researchers and field workers of great interests to operationalize and conceptualize its coverage.