Abstract

This study aimed to offer insights into the relationship between tourists’ previous experience and their evaluation of cognitive, affective, and overall images of a domestic tourism destination. Empirical data were collected in a popular domestic tourism destination in Indonesia – Weh Island. The findings of this study suggested that repeat tourists had a more positive evaluation of destination image towards Weh Island in relation to four dimensions of cognitive image (e.g. “quality of experience”, “infrastructure and attraction”, “value and environment”, and “comfort”) and an overall image. However, the previous experience with the destination did not influence the tourists’ affective image of the destination. The study also discusses the managerial implications for Weh Island tourism destination marketing and positioning strategy.