A DIMENSIONAL ANALYSIS OF DESTINATION IMAGE VARIABLES IN A SOUTH AFRICAN CONTEXT: AN EXPLORATORY STUDY

Abstract

It is generally accepted in tourism literature that destination image (DI), the importance of which is universally acknowledged, is often used as a significant element for local tourists in the choice of a vacation destination. The purpose of this study was to identify the dimensions that influence tourists’ perceptions of a destination. A comprehensive literature study of DI was undertaken. In addition, a questionnaire was developed to elicit information from a purposively selected sample of 350 participants who had visited the city of Durban in the KwaZuluNatal province of South Africa during the past eight months prior to the data collection. Cronbach’s alpha coefficient was used to measure the reliability of the measurement scale. Descriptive statistics were used to describe the sample profile. Exploratory factor analysis was conducted to identify the dimensions influencing DI. Through this process seven dimensions, namely destination appreciation, weather and climate, tourism information, travel environment, shopping, community attitude and spatial layout were identified. Based on the findings, recommendations are made to develop strategies to improve and maintain the image of Durban so that tourists are attracted to the city. Implications for further research are also provided.

Keywords

• Destination image, destination choice, visitors’ behaviours, satisfaction, tourism.

References

1. Aksu, A.A, Caber, M, and Albayrak L.T, (2009), “Measurement of the destination evaluation supporting factors and their effects on behavioral intention of visitors:
2. Antalya Region of Turkey”, Tourism Analysis, Vol. 14, No. 1, pp.115-125. Alcamiz, E, Sanchez, Blas, and S, (2009), “The functional-psychological continuum in the cognitive image of a destination: A confirmatory analysis”,
3. Tourism Management, Vol. 30, No. 5, pp.715-723. Anderson, J.C, and Gerbing, D.W, (1988), “Structural equation modelling in practice: a review and recommended two-step approach”, Psychological Bulletin, Vol. 103, No. 3, pp.411-423.
4. Barutçu, S, Doğan, H, and Üngüren, E, (2011), “Tourists’ perception and satisfaction of shopping experienceexperiencein Alanya region: A comparative analysis of different nationalities”, Procedia-Social and Behavioral Sciences, Vol. , pp.1049-1059.
5. Bigne, E, Sanchez, Sanz, and S, (2009), “The functional-psychological continuum in the cognitive image of a destination: A confirmatory analysis”. Tourism
6. Management, Vol 3, No. 5, pp 715-723. Bigne, J, E, Sanchez, M.I, and Sanchez, J. (2001), “Tourism image, evaluation variables and after purchase behaviour: Inter-relationship”. Tourism Management, Vol 22, No. 6, pp. 607-616.
7. Boulding, K, (1956). The image-knowledge in life and society. Ann Arbor, MI:
8. University of Michigan Press. Byon, K.K, and Zhang, J.J, (2010), “Development of a scale measuring destination image. Marketing Intelligence and Planning”, Vol 28, No. 4, pp 508

9. Chen, A,C.H, (2001), “Using free association to examine the relationship between the characteristics of brand associations and brand equity”, Journal of Product and Brand Management”, Vol 10, No. 7, pp 439-541.
10. Chen, J, and Uysal, K.M, (2002), “Market positioning analysis- a hybrid approach” Annuals of Tourism Research, Vol 29, No 4, pp 987-1003.
11. Chi, C and Qu, H (2008), “Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: An integrated approach”.
12. Tourism Management, Vol 29, No. 4, pp 624-636. Crompton, J.L, (1979). “Motivations for pleasure vacations”, Annual Tourism Research, Vol 6, No. 4, pp 408-424.
13. Di Marino, E, (2008). The strategic dimensions of destination image: An analysis of the French Riviera image from the Italian tourist perceptions. Unpublished PhD
14. Thesis. University of Naples. Echtner, C, and Ritchie, J.R.B, (2003). “The measurement of destination image:
15. An empirical Assessment”, Journal of Travel Research, Vol 14, No. 1, pp 37-46. Gartner, W.C, (1986). “Temporal influence on image change”, Annals of Tourism Research: Vol 13, No. 4, pp 635-644.
16. Gunn, C.A, (1972). Vacation scape: Designing tourist regions. Austin University. Texas.
17. Gunn, C.A, (1988). Vacation scape: Designing tourist regions. 2
18. York, Van Nostrand Reinhold. nd Edition. New Gursoy, D, and McCleary, K.W, (2004), “An integrative model of tourists’ information search behaviour”. Annals of tourism research, Vol 31, No. 2, pp 373.
19. Heide, M, Laerdal, K, and Gronhaug, K, (2007), “The design and management of ambience: Implications for hotel architecture and service”. Tourism Management, Vol. 28, No. 5, pp.1315-1325.
20. Hudson, S, Wang, Y, and Gil, S.M. (2011), “The influence of a film on destination image and the desire to travel: a cross-cultural comparison”,
21. International Journal of Tourism Research, Vol 13, No. 2, pp 177-190. Hulland, J. (1999), “Partial Least Squares (PLS) in strategic management research: A review of four recent studies”, Strategic Management Journal, Vol , No. 2 pp.195-204.
22. Jafari, S, Ghaseni, M, and Shalikar, S, (2015), “Structural relationship of the natural environment, eco label and atmosphere of the region with destination choice: role of mediating destination image (case study: Ecocamp of Matin
23. Abad)” Journal of Scientific Research and Development, Vol, No. 7, pp 209-217. Kaiser, H.F, (1974). “An index of factorial simplicity”. Psychometrika, Vol 39, No. 1, pp 31-36.
24. Kersten, D, Mamassion, P. and Yuille, A. (2004) “Object perception as Bayesian inference”, Annual Review of Psychology, Vol, 55, pp 271-304.
25. Kim, S.H, (2010). Antecedents of destination loyalty. PhD Dissertation.
26. University of Florida. Florida Kim, H, and Richardson, S.L, (2003). “Motion picture impacts on destination images”. Annals of Tourism Research, Vol 30, No. 1, pp 216–237.
27. Klenosky, D.B, (2002). “The pull of tourism destinations: A means-end investigation”, Journal of Travel Research”, Vol 40, No. 2, pp 385-395
28. Lee, C, Lee, Y.K, and Lee, B, (2005). “Korea’s destination image formed by the world cup”, Annals of Tourism Research”, Vol 32, No. 4, pp 839-858.
29. Maharaj, B., Pillay. V. and Sucheran, R. (2016). Durban - A subtropical coastal paradise? at https://etudescaribeennes.revues.org/1192. Retrieved on 2016/07/11
30. Malhotra, N.K, (2010), Marketing research: An applied orientation. 4th Edition.
31. Eaglewood Cliffs: Prentice- Hall. Mansouri, M Moayyed, F and Soleimani, S. (2012), “Marketing tools and tourists destination image”, Journal of Tourism Studies, Vol. 7, No. 18, pp.93-110.
32. Martin, M.B.G, (2005), “Weather, Climate and Tourism- A geographical perspective”, Annals of Tourism Research, Vol 32, No. 3, pp 571-591.
33. Matos, N, Mendes, J, and Valle, P.O, (2012). “Revisiting the destination image construct through a conceptual model”, A multidisciplinary Journal, Vol 21, No. , pp.101-117.
34. Mohamad, M, Ghani, N, Mamat M, and Mamat, I, (2014). “Satisfaction as a mediator to the relationships between destination image and loyalty”, World
35. Applied Sciences Journal, Vol 30. No. 9, pp.1113-1123, 2014.
36. Molina, A, Gomez, M, and Martin-Consuegra, D, (2010). “Tourism marketing information and destination image management”, African Journal of Business
37. Management, Vol 4. No. 5, pp. 722-728. Moreira, P, and Iao, C, (2014). Destination loyalty and destination fatigue: factors of destination image and destination attraction. Proceedings from the EUROCHRIE Dubai 2014 conference, organized by EUROCHRIE and the Emirates Academy of Hospitality Management, Dubai, UA Emirates, 06-09 October 2014.
38. Pallant, J, (2013), SPSS survival manual: A step-by-step guide to data analysis using IBM SPSS (4th ed.). Crows Nest, NSW: Allen & Unwin.
39. Pan, B, and Li, X.R, (2011), “The long tail of destination image and online marketing. Annals of Tourism Research”, Vol 38, No. 1, pp 132-152.
40. Pike, S, and Ryan, C, (2004), “Destination positioning analysis through a comparison of cognitive, affective and conative perceptions”. Journal of Travel
41. Research”, Vol 42, No. 4, pp 333-342. Rajesh, R. (2013) “Impact of Tourist Perceptions, Destination image, and Tourist
42. Satisfaction on Destination Loyalty” A Conceptual Model [online]. Vol 11, No 3, pp67-78 [Accessed20April2015].Available at :
43. Publicados/11313special/PS0313_07.pdf
44. Rastegar, H, (2010), “Tourism development and residents attitude: a case study
45. Yazd, Iran. Tourism and International Journal of Tourism”, Vol 5, No. 2, pp 203- Royo-Vela, M, (2009), “Rural cultural excursion conceptualization: A local tourism, marketing management model based on tourist destination image measurement”. Tourism Management, Vol 30, No. 3, pp 419-28.
46. San Martin, H, and Del Bosque, I.A (2008) “Exploring the cognitive-affective nature of destination image and the role of psychological factors in its formation”.
47. Tourism Management, Vol 29 No. 2, pp 263-277. Sharma, B, and Dyer, P, (2009),”An investigation of differences in residents’ perception of the sunshine coast tourism impacts of demographic variables”,
48. Tourism Geographies, Vol 11, No. 2, pp 187-213. Stepchenkova, S, and Mills, J, (2010), “Destination Image: A meta-Analysis of 2007Research’, Journal of Hospitality Marketing & Management, Vol 19, No. 6, pp 575-606.
49. Tasci, A.D.A, and Gartner, W.C, (2007). “Destination image and its functional relationships”. Journal of Travel Research, Vol 45, No. 4, pp 413-25.
50. Thomas, Y, (2013). “Ecotourism development in Ghana: a case of selected communities in the Brong-Ahafo region”. Journal of Hospitality and Management Tourism”, Vol 4, No. 3, pp 69-79.
51. Vicol, O.C, (2012) Romania's image as a tourist destination from the perspective of foreign intermediaries - comparative analysis Doctoral Thesis.
52. Wang, Y.A, and Pfister, R.E, (2008). “Residents attitude towards tourism and perceived personal benefits in a rural community”, Journal of Tourism Research, Vol 47, No. 1, pp 84-93.
53. Xie, K.L, and Lee, J.S, (2013), “Toward the perspective of cognitive destination image and destination personality the case of Beijing”. Journal of Travel and Tourism Marketing, Vol 30, No. 6, pp 538.
54. Zhang, T, and Lam, T, (1999), “An analysis of Mainland Chinese visitor’s motivations to visit Hong Kong”, Tourism Management, Vol. 20, No. 5, pp.587
55. Zhou, L, (2005) Destination attributes that attract international tourists to Cape
56. Town. Unpublished Thesis in Master of Commerce, University of the Western Cape: South Africa. Zikmund, W.G, and Babin, B.J, (2010), Exploring Market Research, 10th edition,
57. Thomson: South Western Ohio.