Abstract
The literature on destination image spanned over four decades. Despite this long period of knowledge accumulation, there is not yet a generally accepted measurement for destination image. This paper seeks to determine the underlying structure of tourism destination image and to investigate the effect of destination image on visitors’ future intentions. An emerging tourism destination in Nigeria (Cross River State) was used as the study area. A systematic sample of 367 onsite visitors was recruited for the study. A well-structured and written questionnaire containing 35 destination image attributes was used to elicit data for the study. Exploratory factor analysis, t test equality test and regression analysis were utilized to identify attributes that underpinned destination image and underlying structure. The exploratory factor analysis produced six dimensions: destination quality of life, natural attractions and facilities, quality of public services, destination product quality and education, industry hospitality and environmental ambience, communication and security. Tourism destination image index of the destination was rated somewhat poor. Inferential statistic shows that there is significant difference in the tourists’ perception of four destination image dimensions (destination quality of life, natural attractions and facilities, quality of public services, destination product quality and education, industry hospitality and environmental ambience and communication and security) based on whether they are domestic or international tourists. Two of the dimensions (quality of public services and communication and security) did not indicate significant difference based on place of residence. The study also shows that there is a significant relationship between tourism destination image dimensions and visitors’ behavioural intentions. Specifically, two destination image dimensions were found to predict visitors’ future intentions (industry hospitality and environmental ambience and natural attractions and facilities). The result of this study is expected to influence the formulation of destination product development and branding strategy which is necessary to create and grow the number of visitor arrivals in the destination. Key words: Tourism destination image, destination attractiveness, future intentions, visitor attraction, social construction, destination attributes.
Highlights
The need to understand the nature and impact of destination image on tourist consumer behaviour has received much attention from marketing researchers and tourism practitioners because of its strategic importance in tourism planning and development
It is interesting to note that destination marketing managers are still grappling with the problem of determining which set of tourism destination image (TDI) dimensions are most effective in growing tourist arrivals
This paper seeks to contribute to the literature on tourism destination image by analyzing more comprehensively the underlying structure of TDI and the effect of destination image on visitors‟ future intentions using „Destination Cross River‟ as the study area
Summary
The need to understand the nature and impact of destination image on tourist consumer behaviour has received much attention from marketing researchers and tourism practitioners because of its strategic importance in tourism planning and development. The literature on destination image has spanned over four decades Despite this long period of knowledge accumulation, there is not yet a generally accepted measurement for destination image. It is interesting to note that destination marketing managers are still grappling with the problem of determining which set of tourism destination image (TDI) dimensions are most effective in growing tourist arrivals. To provide answer to the above managerial problem, it is imperative to determine factors or attributes of tourist destination that would create meaningful impressions with subsequent influence on visitor arrivals if implemented. This paper seeks to contribute to the literature on tourism destination image by analyzing more comprehensively the underlying structure of TDI and the effect of destination image on visitors‟ future intentions using „Destination Cross River‟ as the study area
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