Perceptions of attractions, residents as “more knowledgeable others” and destination image : evidence from two destinations

Abstract

Drawing on work on the “more knowledgeable other” (MKO) and the mere exposure theory (MET), this study envisaged that visitors' engagement and interaction with key informants, along with their perceptions of the attractions visited, affect their image of and satisfaction with the destination. Findings drawn from two studies indicate that interaction with MKOs and perceptions of attractions determine cognitive, affective, and conative image along with overall satisfaction. Events held in local attractions that promote visitors' interaction with MKOs are proposed for tourists to gain better insights to the place and its locals.