The Antecedents of Complex Destination Image

The aim of this study was to propose a model of complex destination images by examining the interconnecting relationships between the destination image, perceived price, perceived quality, perceived value, and overall satisfaction. The empirical data was collected in Izmir, Turkey, home of many civilizations such as Persians, Lydians, Romans, Byzantines, Seljuks and Ottomans. A total of 449 questionnaires were collected and the data of 396 were analyzed using Structural Equation Modeling. The results indicated that: (1) the perceived price and perceived quality were both direct antecedents of the perceived value; (2) the perceived value directly influenced satisfaction; (3) the satisfaction had a direct and positive impact on the destination image; (4) the perceived quality both directly and indirectly influenced the destination image; and (5) the perceived price indirectly affected the destination image.