Images of Norway as a Tourist Destination From Russian Travel Bloggers' Perspective

Destination Image Formation

As the current chapter focuses in the image of Norway as a tourist destination, a brief review on destination image formation opens the relevant literature review for the chapter. There are a number of factors that influence destination image formation. Baloglu and McClearly (1999) describe two major forces of image formation: stimulus factors and personal factors. The stimulus factors are the external pull factors, which emanate from physical objects and previous experiences. The personal factors are push factors, which depend on social and psychological characteristics of the perceiver.

Researchers support the view that destination image can be defined as a multidimensional construct, consisting of two main dimensions: cognitive and affective (Hosany, Ekinci, & Uysal, 2006). The cognitive or perceptual dimension is signified by beliefs or knowledge about a destination and its characteristics (Baloglu & McClearly, 1999). Cognition may or may not have originated from past travel experiences. It can be organic or induced (Pike & Ryan, 2004). The affective dimension refers to feelings that a potential tourist has with regard to a destination and his or her attachment to it (Baloglu & McClearly, 1999). Affect can be favorable, unfavorable, or neutral. The affective factor has been a more recent focus in destination image research.