ABSTRACT
The image formation process has been an area of inquiry for more than 20 years. The process of image formation is intricately entwined with the destination selection process. Understanding the different techniques utilized to form destination images is necessary to developing an image consistent with what a destination has to offer. This paper presents a typology of the different image formation agents, describes the process of touristic image formation and provides recommendations for selecting the appropriate image formation mix. It is an attempt to develop a theoretical basis for the touristic image formation process. This paper views three marketing communication elements as critical in building and retaining repeat visitors: external, internal and word-of-mouth messages. The paper provides a conceptual model that links these communications elements to the phenomenon of repeat travel purchase behavior. The authors emphasize the importance of repeat customers to tourism services and explore why and how each type of marketing communication has an impact on these visitors. Finally the paper suggests ways tourism supplier services can attempt to strategically manage these functions.
