Exploring the nature and effects of perception and image in hospitality and tourism

Purpose – The purpose of this paper is to provide a general exploratory review of perception and image in hospitality and tourism. The paper considers the nature of perception and image and how they can affect buying behaviour for hospitality and tourism products. Design/methodology/approach – The authors use the literature to explore the nature of perception and image and how these can be manifested. A model is elucidated which might help to explain purchase decision making for hospitality and tourism products and services. Findings – Findings supplement the authors' views about the importance of this issue for managing and marketing hospitality and tourism products more effectively. The model seeks to make explicit the stages in the process from image formation to purchase. Practical implications – As both authors are working practitioners, this paper offers a model and a practical approach which will form the basis for a practitioner panel, from which the model will be refined. Originality/value – There has been little research in an area which seeks to integrate image formation with practical implications for hospitality and tourism organizations.