مجلة الاقتصاد وادارة الاعمال
Volume 9, Numéro 2, Pages 54-68
2025-12-20
The Mediating Role Of Affective Image In The Relationship Between Cognitive And Conative Destination Images: An Sem Study On Visitors To Skikda
Authors : Rabhi Derradji . Kouache Khaled .
Abstract
This study investigates the mediating role of affective destination image in the relationship between cognitive and conative destination images, focusing on Skikda, Algeria. A quantitative approach utilizing Structural Equation Modelling (SEM) was adopted, analyzing data from 235 Algerian tourists. Findings reveal significant direct and indirect relationships among the three image dimensions. Cognitive image positively influenced both affective (β = 0.59, p < 0.01) and conative images (β = 1.03, p < 0.01). Affective image notably impacted conative intentions (β = 0.54, p < 0.01). Hierarchical regression analysis demonstrated that including affective image increased model explanatory power from 17.2% to 33.3%, confirming its partial mediating effect. These findings underline the importance of integrating rational (cognitive) and emotional (affective) elements in tourism marketing. Practical recommendations suggest enhancing infrastructure to strengthen cognitive appeal and providing emotionally engaging experiences to foster tourist attraction and loyalty.
Keywords
Cognitive image ; Affective image ; Conative image ; Structural Equation Modelling
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