Since destination image is accepted as an important element of destination management, destination management organizations (DMOs) commonly engage in destination image studies. The majority of published image studies have focused on measuring the image of a particular destination at a point in time. Destination image is prone to change but this aspect received little attention due to lack of studies measuring image change over time. Therefore, the purpose of this study is to assess the change in the image of a destination over a period of time using the same instrument on the same sampling destinations. A large scale and longitudinal market survey data gathered by the Michigan Regional Travel Market Survey were analyzed for the purposes of this study. The findings indicated that Michigan had an image change between 1996 and 2002 since the image of the most image dimensions recorded significant improvement in these markets. Potential reasons, managerial implications as well as limitations and future research suggestions are provided.
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