Tourists’ perceptions of a destination brand Image: KwaZulu-Natal, South Africa.

African Journal of Hospitality, Tourism and Leisure

Pamela S. Mhlongo¹ 

[1] Research Student, MA, Department of Recreation and Tourism University of Zululand ;

关键词: Brand image;    tourism destination;    tourist perception;    KwaZulu-Natal;    sub-Saharan Africa;   

DOI  :  

来源: DOAJ

【 摘 要 】

A tourist’s destination image entails the emotional interpretation and evaluation that he/she has regarding a destination, resulting from personal knowledge and beliefs. This study explored the tourists’ destination brand image of KwaZulu-Natal in South Africa. Much of the previous studies on destination brand image were conducted outside the African continent. This study conducted in KwaZulu-Natal Province of South Africa is exploratory in nature and used a market-orientated approach in seeking to identify the tourists’ brand image perceptions towards this destination. A questionnaire survey of 411 domestic and international tourists in KwaZulu-Natal provided data for descriptive, bivariate and multivariate analyses. Tourists have a very positive image of KwaZulu-Natal brand as a tourism destination, especially in terms of its unique nature and culture offerings. The study results will hopefully help the destination managers in KwaZulu-Natal to optimise their marketing strategies towards strengthening their nature and culture offerings to suit tourists’ needs and wants, and at the same time maintain and create opportunities for tourists who are more interested in meetings, events, sand-seasun, and visiting friends and relatives. Comparative studies can be conducted in other African regions to seek individual regional positioning in the global tourism marketplace.

【 授权许可】

Unknown