The effect of destination image on perceived value, and their influence on behavioural intentions: Differences between visitors and non-visitors from Australia, Canada, United Kingdom and United States towards Colombia as a tourism destination

Abstract

The study proposed that perceived value of the destination is a mediator between image and behavioural intentions for visitors and non-visitors. The results showed significant differences in perception between visitors and non-visitors to Colombia, where visitors presented more positive perceptions in all the tested items.