The Dynamic Nature of the City Image

In this study, we propose that the city image is a multidimensional construct influenced by its image components which, together, affect tourist behaviour in a dynamic process. The general objective of this research is to understand the dynamic nature of a major tourism destination image and the relationships among its components from the tourists’ perspective. This study is exploratory and descriptive. Data was collected from tourists’ surveys applied in two different moments at Istanbul: before the launching of the European Capital of Culture (ECoC) (Moment 1), and one year later, during the ECoC (Moment 2). The proposed model was estimated and tested using structural equation modelling (SEM). The comparison of data from the two moments indicates different patterns of relationships. Findings contribute to a better understanding of the dynamic nature of a city image by investigating the relationships among different image components in two different moments, before and after a major cultural event. Future studies should investigate further the unique image construct given the importance of local identity in brand and event communication. Additionally, research should investigate the impact of events on the formation of the affective component of image and behavioural intentions among tourists