This study quantitatively examines how information sources influence destination image and visit intention depending on visitors' prior experience, focusing on a theme park located in a non-metropolitan area of Japan. Using web survey data from 1,289 respondents who recognized Shima Spain Village, one of Japan's theme parks, multi-group structural equation modeling was conducted to compare those who had visited the park and those who had never visited it. Factor analysis revealed that destination image consists of cognitive and affective images. Among previous visitors, commercial information, positive word-of-mouth from family and friends, and positive online information significantly enhanced both cognitive and affective images, whereas negative online information reduced affective image. Among non-visitors, commercial information, positive word-of-mouth, and positive online information positively influenced cognitive image, while commercial and positive online information enhanced affective image; negative online information diminished affective image. Regarding visit intention, a fully mediated structure through cognitive and affective images was observed among previous visitors, whereas partial mediation by commercial information was found among non-visitors. The results suggest that commercial information contributes not only to cognitive understanding and emotional responses but also to behavioral intentions. Overall, the findings clarify the moderating role of prior visit experience in destination image formation and offer practical implications for differentiated communication strategies in theme park marketing.
