To begin with, tourism can be characterized as a product that unites different industries and spheres: infrastructure, natural landscapes, services, and shopping. It is worth noting that tourism is many times tour-based. When it comes to destination image, it affects tourist experiences and interests in numerous ways. As studies show, tourism, as a service product, entails a different destination image for each location. Destination image is the representation of what any given region has to offer. What is more, destination image measures tourist satisfaction and trip value, as well as the influence of these factors on the intention to revisit and willingness to recommend a given location. Thus, when it comes to identifying destination image factors, it is essential to understand traveler behaviors and attitudes.

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The purpose of this study is to offer a better understanding of how such factors as perceived quality, satisfaction, and trip value influence future behaviors of international visitors. The given study focuses on Mongolia, which is a landlocked region and a somewhat unpopular tourist destination.

Destination Image
Destination image is a broad concept that consists of both emotional and affective elements. Echtner and Ritchie (1993) refer to the following attributes for measuring destination image: scenery or natural attractions, costs or price levels, climate, tourist sites or activities. Tourist perceptions are key when it comes to understanding whether a tourist would recommend the destination and distinguish it from other locations.

Image Factors of Tourist Destination
Based on research, surprise appears to be a necessary (but not the only) element of humor in television advertising. Another study closely examines the role of surprise in generating humor. There is evidence which supports the following hypothesis: following the exposure to incongruence, surprise can be transformed into such affective reactions as fear or humor, depending on the contextual moderators. The implications of the overall model are discussed in the study from theoretical and practical perspectives. Suggestions are made by the author regarding future research in the area.

    References
  • Echtner, C. M., & Ritchie, J. R. B. (1993). The measurement of destination image: An empirical assessment. Journal of Travel Research, 31(4), 3-13.