INTERNATIONAL STEREOTYPE AND THE COLLECTIVE CONSTRUCTION OF DESTINATION IMAGE

This research examines destination image as a collective construction by utilizing the context of image formation, particularly focusing on the context of structural relationships between guest and host nations. Based on international image theory that suggests overall perceptions of a foreign nation stemming from the perceived relationships between two nations or international stereotypes might be collectively formed within a nation and serve as a predictor of internation attitudes, this research investigates the effects of international stereotypes on destination image. The results indicate that people have more negative destination perceptions of a perceived unfriendly nation than a perceived friendly nation, which provides evidence of destination image as a collective construction. The results further highlight the importance of context in the process of image formation.