Exploring Peace within the Cognitive-Affective Structure of the Destination Image of Glacier National Park

Although the importance of peace park designations has been emphasized over the years, their full potential is not always recognized and used. No published studies explore the destination image of a national park in the context of peace. This research explores the cognitive and affective nature of the destination image of Glacier National Park (GNP), a component of Waterton-Glacier International Peace Park. A conceptual model of GNP’s destination image was developed, tested with survey data from 379 park visitors, and analyzed using Partial Least Squares Structural Equation Modeling. Evidence supported the claim that the constructs of natural environment, social atmosphere, peace designation, and infrastructure impacted the affective image of GNP. Social atmosphere, peace designation, and the affective image were the predictors of behavioral intentions. Therefore, peace designation can play an important role in the destination image of GNP, which has important potential implications for park and outdoor recreation managers.