Perception of Gaborone as a Tourist Destination: The Tourists’ Point of View

Abstract

The main aim of this paper is to explore perception of Gaborone as a tourist destination from the tourists’ point of view. Specifically, this paper has two objectives which are to explore the perceptions of tourists on the brand image of Gaborone city as a tourist destination, and to explore the perception of tourists on the brand identity of Gaborone city as a tourist destination. The study location is Gaborone city in Botswana. A total of 50 tourists as a sample size. The methodology used was quantitative. The usable questionnaire for analysis were 35 and subjected to descriptive analysis. The findings have shown that there were different perceptions by tourists regarding the image and identity of Gaborone city as a tourist destination. Hence, this study’s outcome is helpful to business communities, destination planners and Destination Marketing Organizations (DMOs) to consider brand image and identity as marketing strategy tools to attract visitors.