Explicit and implicit image cognitions toward destination: Application of the Single-Target Implicit Association Test (ST-IAT)

Understanding the nature of destination images has considerable importance in the tourism industry, which is highly image-driven. This study aims to measure the image attributes of destinations using data for both explicit cognitions (based on self-report surveys) and implicit cognitions (based on reaction times) based on theory drawn from tourism psychology. A series of experimental studies was carried out using the Single-Target Implicit Association Test (ST-IAT) to measure individuals' explicit and implicit cognitions of image attributes in the context of three destination countries: China, England and France. The findings imply that knowing the weight values between explicit image measures and the ST-IAT is imperative in predicting behavioral intentions in tourism.