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

Zineb Debbagh () and Hassan Azouaoui
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Zineb Debbagh: UIT - Université Ibn Tofaïl
Hassan Azouaoui: UIT - Université Ibn Tofaïl

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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.

Keywords: Destination; Image; Marketing; Tourism; Behavioral intention (search for similar items in EconPapers)
Date: 2021-07-30
New Economics Papers: this item is included in nep-ara, nep-isf and nep-tur
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Published in International Journal of Accounting, Finance, Auditing, Management and Economics, 2021, 2 (4), pp.480-497. ⟨10.5281/zenodo.5148298⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03316260

DOI: 10.5281/zenodo.5148298

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