Exploring destination image in the Egyptian context: a qualitative study

Abstract

This paper summarizes the arguments within the scientific discussion on destination image. This research aims to investigate the destination image as perceived by tourists to Egypt, the factors shaping this image, and how this affects tourists' behavioral intentions. Also, it aims to empirically design a conceptual framework of the main antecedents and outcomes of destination image in the Egyptian context. This study employs an exploratory research design. Twelve in-depth online interviews were conducted with international tourists who have been to Egypt in the last 3 years. Egypt was chosen as the setting of this research due to different reasons, particularly the lack of research examining destination image in MENA region and the high dependence of Egypt's economy on tourist income (contributing by 20% to the annual GDP of Egypt). The study results show the importance of examining the three dimensions of destination image: cognitive image, affective image, and conative image. The main drivers of destination image were identified and presented in a single framework that entails tourist motivations, memorable tourism experience, and tourist harassment as antecedents to the destination image. In turn, that affects tourists' behavioral intentions, with the moderating role of previous experience and gender. Although examining tourist harassment was not greatly emphasized in earlier literature, the results of this study suggested that it has a major influence on destination image. Also, memorable experiences have greatly shaped the perceived image of Egypt. The results have shed light on the importance of assessing the difference between first-time visitors and repeaters in the relationship between destination image and future behavior. Theoretical and practical recommendations were provided for tourism in Egypt based on the study findings.