Postcards as affective image makers: An idle agent in destination marketing

Image is a key factor in the travelers’ destination choice and evaluation process. Understanding and managing destination image sources affecting prospective travelers’ thinking and feeling is thus vital. Holiday postcards—the most widely disseminated tourist icon—received from friends and/or relatives can be one of the important image creators. Despite their wide use, a review of the literature reveals no or limited research assessing effectiveness of postcards in generating favorable affective image and attitudes toward a destination. Present research therefore explores whether images depicted by postcards evoke positive emotions and whether postcard-induced emotions affect recipients’ consideration of the destination for a holiday. Strong associations were evident between postcard-induced emotions and desire to travel. Marketing implications for destinations are discussed.