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The Influence of Demographics, Experience, and Expertise on the Destination Image of Ski Resorts

Abstract This study examines the effects of demographics, experience, and expertise on destination image formation in the ski resort context. It aims to propose an intervening variable – expertise – as a function of both the effects of demographics (gender, age, and income) and experience, on destination image assessments. The data were collected as part of a larger survey of ski resort images and ski vacation behavior. The findings use various statistics to support relationships between three demographic factors, experience, and expertise, and confirm their linkages with image assessments. Using MANOVA, it was found that affective comfort image is differentiated more by the expertise levels of skiers than by cognitive image, indicating that expertise influences affective image formation.