An image study of Oklahoma as an international travel destination

Scope and method of study. This study examines Oklahoma's destination image as perceived by international visitors. By reviewing the literature, a comprehensive conceptual framework is adapted and developed based on previous destination image studies. Cognitive, affective, and conative image attributes are simultaneously examined and discussed in this study. The underlying dimensions of Oklahoma's cognitive and affective images are explored and their interrelationships are examined. Important image dimensions in determining visitors' likelihood of revisiting Oklahoma, their likelihood of recommending Oklahoma to others, as well as Oklahoma's overall attractiveness are identified. Also, the role of cognitive and affective image components in affecting visitors' inclined travel behaviors is examined. The perceived differences of Oklahoma's destination image by demographics and travel behaviors are detected. To achieve these objectives, statistical techniques such as independent samples t-test, exploratory factor analyses, multiple regression, canonical correlation, logistic regression and discriminant analysis, MONAVA and one-way ANOVA are employed.; Findings and conclusions. The most favorable image attributes and dimensions are identified which are found to be closely related with Oklahoma's cultural and natural attractions, novelty seeking and relaxation. These image dimensions are found to be significant in predicting visitors' likelihood of return, likelihood of recommendation to others and Oklahoma's overall attractiveness. The cognitive and affective image dimensions are significantly correlated. Some image dimensions are significant in predicting visitors' travel behavior intents. The relationship between destination images and visitors' demographics and travel characteristics are found to be significant. Tourism marketers of Oklahoma are suggested to stick to the image of "Native America" based on the findings. More specific recommendations to Oklahoma's tourism marketers are also recommended.