The influence of country image and destination image on tourists' behavioural intention: the moderating effect of destination familiarity

Country image and destination image are important concepts to attract prospective tourists; however, it is currently unknown whether they exert similar effects on tourists' behaviours and perceptions. This paper examined the intricate relationships among country image, destination image, and travel behavioural intentions through partial least squares structural equation modelling (PLS-SEM) with 313 valid questionnaires collected from the Qualtrics data pool. The results showed that country image served as the antecedent of destination image, demonstrating the efficacy of the halo effect. Cognitive destination image positively influences affective destination image. Furthermore, the results concluded that both country image and cognitive destination influenced tourists' behavioural intention. Surprisingly, tourists' familiarity only partially moderates their perceptions and behaviours toward destinations, particularly the effect of country image on affective destination image. Destination marketers need to enhance prospective tourists' image evaluations and employ various strategies when targeting tourists with different levels of familiarity.