Evolution of destination image among visitors and non-visitors: Construal level theory perspective

A research article co-authored by CTR Researcher, Dr. Mohamed Elbarbary has been published in the international journal “Journal of Vacation Marketing”.

 

 

 

Title

Evolution of destination image among visitors and non-visitors: Construal level theory perspective

 

Authors

Mohamed N El-Barbary, Wakayama University, Japan

Mohamed E Mohamed, University of Houston, USA

Mohamed Abou-Shouk, University of Al Dhaid, UAE

 

Source

Journal of Vacation Marketing, 2026

Online First

https://doi.org/10.1177/13567667261465545

* Indexed in Scopus

Journal details: https://www.scopus.com/sourceid/16800154724

 

Abstract

Destination image (DI) formation is a dynamic and psychologically complex process, shaped not only by travel experiences but also by individuals’ perceived psychological proximity to a place. Investigating Arabs’ image of Japan, this study draws on Construal Level Theory (CLT) to explore how psychological distance affects the formation of DI among individuals with varying travel histories. Through in-depth, semi-structured interviews with 40 Arab participants (18 visitors vs. 22 non-visitors), the study uncovers nuanced distinctions and overlaps in Japan's DI. Notably, a sub-set of non-visitors—vicarious visitors—exhibited significantly reduced psychological distance through credible cognitive mediators, thereby enabling them to construct an image closely aligned with that of actual visitors. These findings suggest that the strength and specificity of cognitive inputs—not just direct experience—play a pivotal role in shaping DI. This research extends theoretical understandings of how DI evolves across varying groups of visitors and non-visitors and offers actionable insights for destination marketers.

 

Keywords

Destination image, Cognitive sources, Psychological distance, Arab tourists, Vicarious visitors, Japan