Investigating the Impact of Destination Image on Travellers’ Intention to Revisit South Africa: A Case of International Tourists
Destination image is widely accepted as an important aspect of successful tourism development and marketing of destinations. This research therefore seeks to investigate how experiences at a South African international airport influence travellers’ image of South Africa as a tourist destination and their willingness to revisit the country. The study adopted the positivist philosophy where it was quantitative nature. Participants were randomly selected through convenience sampling on-site at the airport. Findings of the study revealed that cognitive destination image, affective destination image and conative destination image all have a direct and positive influence on a tourist’s intention to revisit a destination. The main contribution of the study was that cognitive destination image (pre-conceived ideas about a destination) had the most influence on a traveller’s intention to revisit that destination. This implies that tourism organisations and airport management companies in South Africa have to focus more on marketing the country as a travel destination in the home countries of those travellers before they visit South Africa.
How to Cite
e-Review of Tourism Research (eRTR) is an international electronic bulletin for tourism research (ISSN:1941-5842). It comprises current tourism research articles, commentaries and reviews by industry professionals. The materials are provided for the personal noncommercial use of registered users of the eRTR, free to individuals and institutions. Copies of articles may be distributed for research or educational purpose, free of charge and without permission. However, commercial use of the eRTR or the articles contained herein is expressly prohibited without the written consent of the publisher.
In consideration for publication of your work, if published on behalf of the eRTR, the author agrees to transfer the work to the eRTR, Department of Recreation, Park and Tourism Sciences, Texas A&M University, USA, including full and exclusive rights to publication in all media now known or later developed, including but not limited to electronic databases.
The authors represents and warrants:
- That the manuscript submitted is his/her own work;
- That the work submitted to the eRTR has not been previously published.