IDEAS home Printed from https://ideas.repec.org/a/dug/actaec/y2016i4p115-132.html
   My bibliography  Save this article

Tourist Profile and Destination Brand Perception: The Case of Cape Town, South Africa

Author

Listed:
  • Ikechukwu O. Ezeuduji

    (University of Zululand)

  • Kirsti Lee November

    (Cape Peninsula University of Technology)

  • Chelsea Haupt

    (Cape Peninsula University of Technology)

Abstract

Tourists pay for destination brands. This study checked for the relationships between tourists’ profile and how they perceived the destination brand of Cape Town. A questionnaire survey of 220 tourists visiting Cape Town was done. This study found that repeat visit, age of tourist, length of stay, and tourist origin, have significant influences on how tourists visiting Cape Town perceived the destination. The top three destination attributes of Cape Town (cognitive images), which enhance visitor experience satisfaction are (1) the overall level of service quality at facilities in Cape Town, (2) the city being one of the best places the tourists have visited, and (3) the destination’s good value for money. The top three emotional valuations of destination attributes (affective images) which enhance visitor experience satisfaction in Cape Town include (1) memorable visit, (2) valuable visit, and (3) friendly and hospitable population. It is therefore recommended that tourism businesses in Cape Town develop relationship marketing tools to attract and retain its tourists segments of loyal, advanced in age, long-staying and domestic tourists. Results from this research could be compared with related findings in the international arena and have related implications, especially for developing economies

Suggested Citation

  • Ikechukwu O. Ezeuduji & Kirsti Lee November & Chelsea Haupt, 2016. "Tourist Profile and Destination Brand Perception: The Case of Cape Town, South Africa," Acta Universitatis Danubius. OEconomica, Danubius University of Galati, issue 12(4), pages 115-132, August.
    • Handle: RePEc:dug:actaec:y:2016:i:4:p:115-132
    as

    Download full text from publisher

    File URL: http://journals.univ-danubius.ro/index.php/oeconomica/article/view/3310/3449
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Đurđica PEROVIĆ & Tatjana STANOVČIĆ & Ilija MORIC & Sanja PEKOVIC, 2012. "What Socio-Demographic Characteristics Do Influence The Level Of Tourist’S Satisfaction In Montenegro? Empirical Analysis," Revista de turism - studii si cercetari in turism / Journal of tourism - studies and research in tourism, "Stefan cel Mare" University of Suceava, Romania, Faculty of Economics and Public Administration - Economy, Business Administration and Tourism Department., vol. 14(14), pages 5-10, December.
    2. Rid, Wolfgang & Ezeuduji, Ikechukwu O. & Pröbstl-Haider, Ulrike, 2014. "Segmentation by motivation for rural tourism activities in The Gambia," Tourism Management, Elsevier, vol. 40(C), pages 102-116.
    3. Qu, Hailin & Kim, Lisa Hyunjung & Im, Holly Hyunjung, 2011. "A model of destination branding: Integrating the concepts of the branding and destination image," Tourism Management, Elsevier, vol. 32(3), pages 465-476.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Ikechukwu O Ezeuduji & Vuyokazi Mdivasi, 2017. "Behavioural Ethics among Nurses in Midwife Obstetric Units: Patients and their Perceptions in Cape Town, South Africa," Journal of Economics and Behavioral Studies, AMH International, vol. 9(1), pages 127-134.
    2. Ikechukwu .O. Ezeuduji & Joyce M. Mdiniso & Antonia Thandi Nzama, 2017. "Assessing Nature Conservation and Tourism Development Effectiveness towards Local Economic Development in South Africa: Nuanced by the Perceptions of Local Communities?," Acta Universitatis Danubius. OEconomica, Danubius University of Galati, issue 13(6), pages 224-239, DECEMBER.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ikechukwu O Ezeuduji & Kirsti Lee November & Chelsea Haupt, 2016. "Tourist Activity and Destination Brand Perception: The Case of Cape Town, South Africa," Journal of Economics and Behavioral Studies, AMH International, vol. 8(4), pages 156-168.
    2. Siwarit Pongsakornrungsilp & Pimlapas Pongsakornrungsilp & Theeranuch Pusaksrikit & Pimmada Wichasin & Vikas Kumar, 2021. "Co-Creating a Sustainable Regional Brand from Multiple Sub-Brands: The Andaman Tourism Cluster of Thailand," Sustainability, MDPI, vol. 13(16), pages 1-23, August.
    3. NaHyun Lee & Bong-Seok Kim, 2023. "Differences of Host Country-Destination Image Assessment for International Students According to Risk Perception in COVID-19 Tourism," SAGE Open, , vol. 13(3), pages 21582440231, July.
    4. 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.
    5. Winitra Leelapattana & Shih-Yun Hsu & Weerapon Thongma & Chun Chen & Fu-Mei Chiang, 2019. "Understanding the Impact of Environmental Education on Tourists’ Future Visit Intentions to Leisure Farms in Mountain Regions," Sustainability, MDPI, vol. 11(6), pages 1-13, March.
    6. Isaac Taberner & Albert Juncà, 2021. "Small-Scale Sport Events as Place Branding Platforms: A Content Analysis of Osona’s Projected Destination Image through Event-Related Pictures on Instagram," Sustainability, MDPI, vol. 13(21), pages 1-21, November.
    7. Barnes, Stuart J. & Mattsson, Jan & Sørensen, Flemming, 2014. "Destination brand experience and visitor behavior: Testing a scale in the tourism context," Annals of Tourism Research, Elsevier, vol. 48(C), pages 121-139.
    8. Cheon Yu & Yun Seop Hwang, 2019. "Do the Social Responsibility Efforts of the Destination Affect the Loyalty of Tourists?," Sustainability, MDPI, vol. 11(7), pages 1-17, April.
    9. Danie Ferreira, 2023. "Marketing Political Parties: Political Branding Elements and Voters' Preference: A Hypothesised Model ," GATR Journals jmmr320, Global Academy of Training and Research (GATR) Enterprise.
    10. Lujun Su & Yinghua Huang, 2018. "How does Perceived Destination Social Responsibility Impact Revisit Intentions: The Mediating Roles of Destination Preference and Relationship Quality," Sustainability, MDPI, vol. 11(1), pages 1-22, December.
    11. María M. Carballo & Jorge E. Araña & Carmelo J. León & Sergio Moreno-Gil, 2015. "Economic Valuation of Tourism Destination Image," Tourism Economics, , vol. 21(4), pages 741-759, August.
    12. Cardoso, Lucília & Dias, Francisco & de Araújo, Arthur Filipe & Andrés Marques, Maria Isabel, 2019. "A destination imagery processing model: Structural differences between dream and favourite destinations," Annals of Tourism Research, Elsevier, vol. 74(C), pages 81-94.
    13. Stylos, Nikolaos & Bellou, Victoria & Andronikidis, Andreas & Vassiliadis, Chris A., 2017. "Linking the dots among destination images, place attachment, and revisit intentions: A study among British and Russian tourists," Tourism Management, Elsevier, vol. 60(C), pages 15-29.
    14. Jenni Soo-Hee Lee & Jinsoo Hwang, 2022. "The Determinants of Visit Intention for Chinese Residents in the Michigan, United States: An Empirical Analysis Performed Through PLS-SEM," SAGE Open, , vol. 12(3), pages 21582440221, August.
    15. Bel, François & Lacroix, Anne & Lyser, Sandrine & Rambonilaza, Tina & Turpin, Nadine, 2015. "Domestic demand for tourism in rural areas: Insights from summer stays in three French regions," Tourism Management, Elsevier, vol. 46(C), pages 562-570.
    16. Mohammad Tipu Sultan & Farzana Sharmin & Alina Badulescu & Darie Gavrilut & Ke Xue, 2021. "Social Media-Based Content towards Image Formation: A New Approach to the Selection of Sustainable Destinations," Sustainability, MDPI, vol. 13(8), pages 1-22, April.
    17. Frías-Jamilena, Dolores M. & Sabiote-Ortiz, Carmen M. & Martín-Santana, Josefa D. & Beerli-Palacio, Asunción, 2018. "The effect of Cultural Intelligence on consumer-based destination brand equity," Annals of Tourism Research, Elsevier, vol. 72(C), pages 22-36.
    18. Alexandra Lenis Escobar & Ramón Rueda López & Manuel Pérez-Priego & María de los Baños García-Moreno García, 2020. "Perception, Motivation, and Satisfaction of Female Tourists with Their Visit to the City of Cordoba (Spain)," Sustainability, MDPI, vol. 12(18), pages 1-15, September.
    19. Miguel-Ángel García-Madurga & Miguel-Ángel Esteban-Navarro & Juan-Francisco Delgado-de Miguel & Tamar Buil-López Menchero, 2019. "Positioning Axes of Sustainable Tourist Destinations: The Case of Aragón," Sustainability, MDPI, vol. 11(18), pages 1-18, September.
    20. Krupka Zoran & Dobra Andreja & Vlašić Goran, 2021. "Factors Influencing the Perception of Destination Brand Luxuriousness," Naše gospodarstvo/Our economy, Sciendo, vol. 67(4), pages 74-86, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:dug:actaec:y:2016:i:4:p:115-132. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Daniela Robu (email available below). General contact details of provider: https://edirc.repec.org/data/fedanro.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.