Destination image formation process: A holistic model

To augment the current perspective on the tourism destination image formation process, this study highlights the concept of ‘schema’, which is a mental structure of perceiving and classifying acquired information or knowledge. This study first proposes two schema-related models that illustrate the image formation process before, during, and after the tourist trip. Specifically, this study enlists five Prime Tourist Destination Schemas entailing (1) place, (2) mega event, (3) crisis, (4) self, and (5) emotion to depict the destination image formation process that is constantly modified owing to its dissimilation with new information, wherein these information sources could affect the formation of the destination image before the trip. Once the tourist visits the destination, the schemas may be altered, resulting in three different types of conditions within the tourist’s schematic fabric: congruity, moderate incongruity, and extreme incongruity. Accordingly, the resultant destination images after the trip may be labeled as an identical image, a moderately transformed image, or a largely transformed image based on experience input. Critical viewpoints in future model testing are furnished.