Destination Image of Swaziland: Perceptions of Local and International Tourists


  • Vuyelwa C. Mashwama University of the Witwatersrand, Johannesburg
  • Norman Chiliya University of the Witwatersrand, Johannesburg
  • Tinashe Chuchu University of Pretoria


Destination image, attitudes, trust, behavioural intentions


The government of Swaziland labelled the tourism industry as one of the national priority sectors that have maximum potential to stimulate economic growth through the creation of employment opportunities, poverty alleviation, and foreign income generation. The industry has given birth to several supporting business areas such as tour operators, travel agencies, new airport hotels, and restaurants. This study aimed to identify the antecedents of future behavioural intentions of tourists in Swaziland. Employing a quantitative approach, a hypothesized model was developed with the destination image as the predictor while satisfaction, attitude toward the destination, and trust in the destination being the mediators and behavioural intentions as the outcome. Non-probability sampling was used to sample both local and international tourists that visited Swaziland between August and October 2016. Tourists were interviewed at Mantenga Cultural Village, Swazi Candles, Ngwenya Glass, and departing tourists were interviewed at the Sikhuphe International Airport. A total of 431 tourists participated in the study. Data analysis was performed using SPSS 24 and Amos 24. The majority of tourists viewed Swaziland positively and were willing to recommend it as a travel destination. Additionally, tourists indicated that they had satisfactory experiences in Swaziland and trusted the destination.  Furthermore, the findings in this study show that there is a positive and significant relationship between the destination’s image and satisfaction. The study also revealed that satisfaction positively influenced tourists’ trust in the destination and their attitudes toward the destination.

Author Biographies

Vuyelwa C. Mashwama, University of the Witwatersrand, Johannesburg

Ms Vuyelwa C. Mashwama is a Marketing Officer at Eswatini Electrical Company in Swaziland where she specializes in marketing and research. Ms Mashwama holds a Master’s degree in Marketing from the University of the Witwatersrand, Johannesburg. She is a marketing and research professional whose current area of interest is social responsibility

Norman Chiliya, University of the Witwatersrand, Johannesburg

Dr Norman Chiliya Ph.D is the head of the Marketing Division at the University of the Witwatersrand, Johannesburg. His current research focuses on adventure tourism and small business management. He has presented his research at academic conferences across the globe and published in high impact international journals

Tinashe Chuchu, University of Pretoria

Dr Tinashe Chuchu Ph.D is a senior lecturer in the Marketing Management Department at the University of Pretoria. His area of research focuses on tourism and destination marketing. His work has been published and presented in numerous international journals and conferences respectively.




How to Cite

Mashwama, V. C., Chiliya, N. and Chuchu, T. (2019) “Destination Image of Swaziland: Perceptions of Local and International Tourists”, e-Review of Tourism Research, 16(4). Available at: (Accessed: 19 August 2022).