Destination perceptions across a vacation

This study investigated change in destination perception during the course of a vacation using in situ research techniques. Cognitive perceptions were represented by destination knowledge and affective perceptions by destination desirability. Prior experience and length of stay in the destination were examined as moderating the level of change between destination perception measures at the onset of a vacation and again upon leaving the destination. ANOVA models showed that experience was a significant main effect on increasing destination knowledge. Desirability perceptions of the destination changed only slightly, and experience or length of stay did not explain any of the change. Findings suggest desirability is generally strong before a trip begins and is hard to affect during a trip particularly when tourists are satisfied with the destination, whereas knowledge levels improve during the course of a trip.