Investigating the Impact of Destination Image on Travellers’ Intention to Revisit South Africa: A Case of International Tourists

Authors

  • Tinashe Chuchu Department of Marketing Management Faculty of Economic and Management Sciences University of Pretoria
  • Norman Chiliya Marketing Division School of Economic and Business Sciences Faculty of Commerce, Law and Management University of the Witwatersrand
  • Richard Chinomona Marketing Division School of Economic and Business Sciences Faculty of Commerce, Law and Management University of the Witwatersrand

Abstract

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.

Author Biographies

Tinashe Chuchu, Department of Marketing Management Faculty of Economic and Management Sciences University of Pretoria

Dr Tinashe Chuchu Ph.D. is a senior lecturer in the Department of Marketing Management at the University of Pretoria. His research focuses on tourism, destination marketing and consumer behaviour. His work has been published and presented in numerous international journals and conferences respectively.

Norman Chiliya, Marketing Division School of Economic and Business Sciences Faculty of Commerce, Law and Management University of the Witwatersrand

Dr Norman Chiliya Ph.D. is the head of the Marketing Division at the University of the Witwatersrand, Johannesburg. His current research focuses on adventure tourism and small business management. He has presented his research at academic conferences across the globe and has published in high impact international journals.

Richard Chinomona, Marketing Division School of Economic and Business Sciences Faculty of Commerce, Law and Management University of the Witwatersrand

Prof Richard Chinomona is an associate professor in Marketing Division at the University of the Witwatersrand, Johannesburg. His area of specialisation is in tourism marketing and consumer behaviour.

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Published

2019-08-20

How to Cite

Chuchu, T., Chiliya, N. and Chinomona, R. (2019) “Investigating the Impact of Destination Image on Travellers’ Intention to Revisit South Africa: A Case of International Tourists”, e-Review of Tourism Research, 16(6). Available at: https://journals.tdl.org/ertr/index.php/ertr/article/view/436 (Accessed: 16January2021).

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