Integrating image transfer research streams - an extended model based on classical conditioning

Saturated markets influence tourism destinations all over the world. To distinguish themselves from other places and offers they turned to branding. In this context the proliferation of events plays an important role as a source of brand image transfer. This paper is a contribution to the explanation of how event images can be transferred onto destinations. For this purpose, the authors generate - based on a comprehensive literature research- a theoretically integrated model based on classical conditioning theory, celebrity endorsement theory and sponsorship research. Key authors' ideas and results in these areas are discussed and processed to a three stage model explaining how destination images become conditioned and finally, how guests anticipate the "new" destination image. Derived from this model new research opportunities are shown which have to be investigated in the second empirical part of this research project.