The dynamic nature of the city image: Do image components evolve over time?

Abstract

In this study, we propose that the city image is a multidimensional construct infl uenced by its image components which, together, aff ect tourist behaviour in a dynamic process. Th e general objective of this research is to understand the dynamic nature of a major tourism destination image and the relationships among its components from the tourists’ perspective. Th is study is exploratory and descriptive. Data was collected from tourists’ surveys applied in two diff erent moments at Istanbul: before the launching of the European Capital of Culture (ECoC) (Moment 1), and one year later, during the ECoC (Moment 2). Th e proposed model was estimated and tested using structural equation modelling (SEM).Th e comparison of data from the two moments indicates diff erent patterns of relationships. Findings contribute to a better understanding of the dynamic nature of a city image by investigating the relationships among diff erent image components in two diff erent moments, before and after a major cultural event. Future studies should investigate further the unique image construct given the importance of local identity in brand and event communication. Additionally, research should investigate the impact of events on the formation of the aff ective component of image and behavioural intentions among tourists.