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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
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    File URL: http://journals.univ-danubius.ro/index.php/oeconomica/article/view/3310/3449
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    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. 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.
    3. 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.
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    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.

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