The Impact of Affective Destination Image on Domestic Tourist Preferences: A Study of Gaborone City, Botswana
DOI:
https://doi.org/10.53819/81018102t4124Abstract
Visitor preferences is a personal choice of a destination for a defined purpose of travel. In most times it is influenced by value for money, intention to re-visit and the intention to recommend the destination to others. The purpose of this study was to assess the influence destinations affective image on visitor preferences in destination Gaborone City, Botswana. Descriptive survey design was used for describing the study population and their characteristics. The target population was 3750 and a sample size of 360 domestic tourists who visited Gaborone departing through SSKIA Structured questionnaires was used to collect quantitative data, and interview schedules was used to collect qualitative data. Quantitative data was analyzed using descriptive and inferential statistics. Results were presented in tables. Thematic analysis was used to analyze qualitative data. The study findings revealed R coefficient of 0.638, implying that destinations affective image as the independent factor had a correlation of 63.8 percent with visitor preferences in Gaborone City. This was supported by coefficient of determination (R-square) of 0.408. This meant that destinations affective image explained 40.8 percent of the variations in tourist preferences in Gaborone City. The study concludes that improving destination affective image has the likelihood of enhancing visitor preferences of destination in Gaborone City, Botswana. Gaborone city has a rich cultural heritage that can be showcased through cultural tourism, including cultural festivals, traditional dance performances, and visits to local museums and historical sites. By promoting cultural tourism, Gaborone can attract a niche market of travelers interested in experiencing local cultures and traditions. The study thus recommends that tourism destinations in Gaborone city needs to have a strong marketing strategy that promotes the city's unique features and attractions, including social media campaigns, collaborations with travel bloggers and influencers, and attending travel shows and exhibitions.
Keywords: Affective, Destination image, Domestic tourist, Destination preferences, Gaborone City
References
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Yot-Arlai, N., & Duangseang, V. (2018). Ethnic Groups’ Participation in Sustainable Tourism Development. International Humanities, Social Sciences and Arts, 11(4), 1062-1075
Zhang, X., Tavitiyaman, P., & Tsang, W. Y. (2022). Preferences of Technology Amenities, Satisfaction and Behavioral Intention: The Perspective of Hotel Guests in Hong Kong. Journal of Quality Assurance in Hospitality & Tourism, 1-31. https://doi.org/10.1080/1528008X.2022.2070817.
Alfaisaly, R. A., Kani, Y., Atiquil Islam, A. Y. M., Alalyani, A. S., & Aziz, N. A. (2022). Revisit Intention: A Preliminary Investigation of GCC Tourists' Electronic Word of Mouth, Destination Image, and Perceived Risk. International Journal of Hospitality & Tourism Systems, 15(2).
Ali, Z., & Bhaskar, S. B. (2016). Basic statistical tools in research and data analysis. Indian journal of anaesthesia, 60(9), 662. https://doi.org/10.4103/0019-5049.190623
Alyavina, E., Nikitas, A., & Njoya, E. T. (2020). Mobility as a service and sustainable travel behaviour: A thematic analysis study. Transportation research part F: traffic psychology and behaviour, 73, 362-381. https://doi.org/10.1016/j.trf.2020.07.004
Amanda, R., Santosa, P., & Rizal, M. N. (2018). Analysis of tourists’ preferences on smart tourism in Yogyakarta (Case: Vredeburg Fort Museum). In Journal of Physics: Conference Series (Vol. 1007, No. 1, p. 012040). IOP Publishing. https://doi.org/10.1088/1742-6596/1007/1/012040
Arroyo, C. G., Barbieri, C., Knollenberg, W., & Kline, C. (2023). Can craft beverages shape a destination’s image? A cognitive intervention to measure pisco-related resources on conative image. Tourism Management, 95, 104677. https://doi.org/10.1016/j.tourman.2022.104677
Barak, M. W, Maingi, S. W., & Ndubi, O. E. (2019). The influence of place identity on destination competitiveness in Machakos County, Kenya. African Journal of Hospitality, Tourism and Leisure, 8(5), 27-38.
Basaran, U. (2016). Examining the relationships of cognitive, affective, and conative destination image: A research on Safranbolu, Turkey. International Business Research, 9 (5), 164. https://doi.org/10.5539/ibr.v9n5p164
Basupi, B., Pansiri, J., & Lenao, M. (2017). Botswana Tourism policy Landscape – successes and challenges. Botswana Journal of Business, 10(1), 33-45.
Bhuiya, S., Setarnawat, S., & Viriyasuebphong, P. (2019). Factors affecting sustainable tourism destination management in Lawachara National Park, Sylhet, Bangladesh. Research Methodology & Cognitive Science, 17(2), 180- 195.
Bigart, E., Freimund, W., & Dalenberg, D. (2023). Exploring Peace within the Cognitive-Affective Structure of the Destination Image of Glacier National Park. Leisure Sciences, 1-24. https://doi.org/10.1080/01490400.2023.2170496
Chen, J. S., Wang, W., & Prebensen, N. K. (2016). Travel companions and activity preferences of nature-based tourists. Tourism Review Vol. 71, No. 1. https://doi.org/10.1108/TR-06-2015-0024
Ching-Nok, L., Suntikul, W., Agyeiwaah, E., & Tolkach, D. (2017). Backpackers in Hong Kong – Motivations, Preferences and Contribution to Sustainable Tourism. Travel & Tourism Marketing, 34(8), 1058-1070.
El Sheikh, S. A., Soliman, D. A., & Amer, M. A. (2023). Determinants that impact a destination image: application on El Gouna the recently founded contemporary resort conurbation in Egypt. MSA-Management Sciences Journal, 2(1), 157-175. https://doi.org/10.21608/msamsj.2023.191447.1006
Ezeuduji, I. O., November, K. L., & Haupt, C. (2016). Tourist profile and destination brand perception: The Case of Cape Town, South Africa. Acta Universities Danubius, Economica, 12(4), 115-132. https://doi.org/10.22610/jebs.v8i4(J).1371
Girma, M., & Singh, M. (2019). Branding Ethiopia as an Appealing Tourist Destination. American Journal of Business, 7(1), 12-20.
Hilton, E. C. (2015). The importance of pretesting questionnaires: A field research example of cognitive pretesting the exercise referral quality of life scale (ER- QLS). International Journal of Social Research Methodology, 20(1), 21-34. https://doi.org/10.1080/13645579.2015.1091640
Khan, A., Bibi, S., Lorenzo, A., Lyu, J., & Babar, Z. U. (2020). Tourism and Development in Developing Economies: A Policy Implication Perspective. Sustainability, 12(4), 16-18. https://doi.org/10.3390/su12041618
Kim, S., Im, H. H., King, B. E.M. (2015). Muslim travelers in Asia: The destination preferences and brand perceptions of Malaysian tourists. Journal of Vacation Marketing, 21(1), 3–21. https://doi.org/10.1177/1356766714549648
Marasinghe, S., Perera, P., Simpson, G. D., & Newsome, D. (2020). Nature-based tourism development in coastal wetlands of Sri Lanka: An Importance– Performance analysis at Maduganga Mangrove Estuary. Journal of Outdoor Recreation and Tourism, 33(6), 100-345. https://doi.org/10.1016/j.jort.2020.100345
Marine-Roig, E., & Ferrer-Rosell, B. (2018). Measuring the gap between projected and perceived destination images of Catalonia using compositional analysis. Tourism Management, 68(21), 236-249. https://doi.org/10.1016/j.tourman.2018.03.020
Michael, N., James, R., & Michael, I. (2018). Australia’s cognitive, affective and conative destination image: an Emirati tourist perspective. Journal of Islamic Marketing, 3(4), 36-59. https://doi.org/10.1108/JIMA-06-2016-0056
Ministry of Wildlife, Natural Resources and Tourism, (2019). Gaborone: Botswana Government Printers.
Mulugeta, G., & Manjit,S. (2019). Branding Ethiopia as an Appealing Tourist Destination. American Journal of Business, Economics and Management.7 (1), 12-20.
Ram, Y., Bjork, P., & Weidenfeld, A. (2016). Authenticity and place attachment of major visitor attractions. Tourism Management, 52 (7), 110-122. https://doi.org/10.1016/j.tourman.2015.06.010.
Rita, P., Brochado, A., & Dimova, L. 2. (2019). Millennials’ travel motivations and desired activities within destinations: A comparative study of the US and the UK. Current Issues in Tourism, 22 (16), 2034-2050. https://doi.org/10.1080/13683500.2018.1439902
Sechele-Mosimanegape, P., & Prinsloo, J. J. (2019). Competitiveness Of Botswana As A Tourist Destination of Tourism (ICFT), 316.
Sigwele, L., Prinsloo, J. J., & Pelser, T. G. (2018). Strategies for branding the city of Gaborone as a tourist destination. African Journal of Hospitality, Tourism and Leisure, 7(2), 1-19.
Statistics Botswana, (2017). Tourism Statistics Annual Report. Gaborone: Statistics Botswana.
Stone, L. S., Stone, M., & Mbaiwa, J. E. (2017). Tourism in Botswana in the Last 50 Years: A Review. Botswana Notes and Records, 49 (5), 57-72.
Stylidis, D., Woosnam, K. M., & Tasci, A. D. (2022). The effect of resident-tourist interaction quality on destination image and loyalty. Journal of Sustainable Tourism, 30(6), 1219-1239. https://doi.org/10.1080/09669582.2021.1918133
Su, L., & Huang, Y. (2019). How does Perceived Destination Social Responsibility Impact Revisit Intentions: The Mediating Roles of Destination Preference and Relationship Quality. Sustainability, 11(1), 133. https://doi.org/10.3390/su11010133
Suyanto, A., Haryono, E., & Baiquni, M. (2020). Visitor’s satisfaction monitoring using important perform analysis in Pindul Geoheritage-Indonesia. IOP Conference Series: Earth and Environmental Science, 451. https://doi.org/10.1088/1755-1315/451/1/012043
United Nations World Tourism Organisation. (2019). International Tourism Highlights. Madrid: UNWTO.
United Nations World Tourism Organisation. (2020). Understanding Domestic Tourism and Seizing its Opportunities. Madrid: UNWTO.
Uwajubogu, C. O. (2022). Destination image, tourist satisfaction and destination loyalty: a case of cross river state, Nigeria (Doctoral dissertation).
Woosnam, K. M., Stylidis, D., & Ivkov, M. (2020). Explaining conative destination image through cognitive and affective destination image and emotional solidarity with residents. Journal of Sustainable Tourism, 28(6), 917-935. https://doi.org/10.1080/09669582.2019.1708920.
World Travel & Tourism Council. (2019). Travel and Tourism: Global Economic Impact and Trends. London: WTTC.
Yot-Arlai, N., & Duangseang, V. (2018). Ethnic Groups’ Participation in Sustainable Tourism Development. International Humanities, Social Sciences and Arts, 11(4), 1062-1075
Zhang, X., Tavitiyaman, P., & Tsang, W. Y. (2022). Preferences of Technology Amenities, Satisfaction and Behavioral Intention: The Perspective of Hotel Guests in Hong Kong. Journal of Quality Assurance in Hospitality & Tourism, 1-31. https://doi.org/10.1080/1528008X.2022.2070817.
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Published
2023-03-09
How to Cite
Laletsang, M., Ndubi , E. O., & Muthengi, S. (2023). The Impact of Affective Destination Image on Domestic Tourist Preferences: A Study of Gaborone City, Botswana. Journal of Hospitality and Tourism Management, 6(1), 58–73. https://doi.org/10.53819/81018102t4124
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