The Influence of Destination Image on Tourist Satisfaction and Word of Mouth Intention: A Literature Based Analysis

Abstract

Destination image plays a critical role in shaping tourist satisfaction and behavioral intentions such as word-of-mouth (WOM) communication. This study conducts a qualitative content analysis of existing theoretical and empirical studies to explore how cognitive, affective, and tangible components of destination image influence tourist satisfaction and WOM intention. Using the Stimulus-OrganismResponse (S-O-R) theoretical framework, this analysis highlights the multidimensional structure of destination image and its direct and indirect effects on tourist behaviors. The study synthesizes key conceptual frameworks, identifies research gaps, and proposes a conceptual model for future research. Findings emphasize that a favorable cognitive, affective, and tangible image collectively strengthens tourist satisfaction, leading to enhanced WOM intention.