Destination image differences between first-time and return visitors: An exploratory study on the city of Rome

This study aims to analyse the image of the city of Rome held by first-time and return visitors, and the influence of such an image on tourist behaviour. First, we measure the cognitive and the affective image of Rome; second, we analyse whether tourists’ previous experiences in the city significantly influence the components of Rome’s perceived image; and finally, we examine the extent to which cognitive and affective images are valid predictors of tourist behavioural intentions. The objectives are pursued through quantitative analyses conducted on 312 questionnaires compiled by national and international visitors of the city. Based on the results, the study confirms the previous literature on the topic while adding some further evidence. Moreover, different managerial implications are proposed.