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The Impact of Destination Image on Tourist's Behavioral Intentions: Case of the Essaouira City

Author

Listed:
  • Zineb Debbagh

    (UIT - Université Ibn Tofaïl)

  • Hassan Azouaoui

    (UIT - Université Ibn Tofaïl)

Abstract

In a tourism destination, tourists are the main factor and what matters is to attract them. Therefore, in the competitive context of tourism destinations, those who can create, enhance and differentiate their image are more successful as they improve their popularity, reputation, and ability to attract more tourists in the future. Hence, we can infer that the image of the destination is one of effective marketing tools to attract more tourists. The purpose of this paper is to examine the impact of destination images on behavioral intentions. More specifically, we investigate the impact of cognitive and affective destination image on intentions to revisit and recommend the destination among past tourists. Data were collected from 249 tourists who visited the city of Essaouira and the model was tested using structural equation modeling based on the PLS method. The results of this study is to support the positive impact of the destination image on behavioral intentions.

Suggested Citation

  • Zineb Debbagh & Hassan Azouaoui, 2021. "The Impact of Destination Image on Tourist's Behavioral Intentions: Case of the Essaouira City," Post-Print hal-03316260, HAL.
    • Handle: RePEc:hal:journl:hal-03316260
    DOI: 10.5281/zenodo.5148298
    Note: View the original document on HAL open archive server: https://hal.science/hal-03316260
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    References listed on IDEAS

    as
    1. Chew, Elaine Yin Teng & Jahari, Siti Aqilah, 2014. "Destination image as a mediator between perceived risks and revisit intention: A case of post-disaster Japan," Tourism Management, Elsevier, vol. 40(C), pages 382-393.
    2. repec:dau:papers:123456789/638 is not listed on IDEAS
    3. Stylos, Nikolaos & Vassiliadis, Chris A. & Bellou, Victoria & Andronikidis, Andreas, 2016. "Destination images, holistic images and personal normative beliefs: Predictors of intention to revisit a destination," Tourism Management, Elsevier, vol. 53(C), pages 40-60.
    4. Whang, Haesung & Yong, Sunghwa & Ko, Eunju, 2016. "Pop culture, destination images, and visit intentions: Theory and research on travel motivations of Chinese and Russian tourists," Journal of Business Research, Elsevier, vol. 69(2), pages 631-641.
    5. Assaker, Guy & Vinzi, Vincenzo Esposito & O’Connor, Peter, 2011. "Examining the effect of novelty seeking, satisfaction, and destination image on tourists’ return pattern: A two factor, non-linear latent growth model," Tourism Management, Elsevier, vol. 32(4), pages 890-901.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Destination; Image; Marketing; Tourism; Behavioral intention;
    All these keywords.

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