Rethinking destination image: an integrative literature review of gaps, overlaps, and new directions

This integrative literature review critically examines the evolution and fragmentation of destination image scholarship. While destination image remains one of the most studied constructs in tourism research, much of the literature has been dominated by a cognitive–affective model and a dichotomous distinction between organic and induced sources. Through thematic coding and narrative synthesis of 92 peer-reviewed studies published between 1993 and 2024, this review maps the field’s conceptual development, critiques its methodological limitations, and highlights underexplored dimensions. We introduce a comprehensive typology of destination images, spanning cognitive, affective, projected, perceived, co-created, and politically constructed forms, and interrogate the role of power, representation, and discourse in shaping destination meanings. The review argues for a critical reorientation in destination image research: one that embraces complexity, reflexivity, and inclusivity, and situates image construction within broader sociocultural and technological contexts. By doing so, it contributes to reimagining destination image as a site of symbolic contestation, co-creation, and cultural negotiation in tourism studies.