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

  • Zineb Debbagh Faculty of Economics and Management , Ibn Tofail University of Kenitra, Morocco https://orcid.org/0000-0002-9669-5411
  • Hassan Azouaoui Faculty of Economics and Management , Ibn Tofail University of Kenitra, Morocco
Keywords: Destination, Image, Marketing, Tourism, Behavioral intention

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.

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Published
2021-07-30
How to Cite
Debbagh, Z., & Azouaoui, H. (2021). The Impact of Destination Image on Tourist’s Behavioral Intentions: Case of the Essaouira City. International Journal of Accounting, Finance, Auditing, Management and Economics, 2(4), 480-497. https://doi.org/10.5281/zenodo.5148298
Section
Articles