Destination image of Swaziland: perceptions of local and international tourists
Date
2016
Authors
Mashwama, Vuyelwa C
Journal Title
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Abstract
The government of Swaziland has labelled the tourism industry as one of the national priority sectors that has maximum potential to stimulate economic growth through the creation of employment opportunities, poverty alleviation, and foreign income generation. The industry has birthed several supporting business areas such as tour operators, travel agencies, a new airport, and hotels and restaurants. Tourism scholars and practitioners acknowledge the importance of the destination‘s image as an influence on tourist behaviour. However, existing studies on Swaziland‘s tourism industry have focused on the development of the tourism industry, community-based tourism, outdoor recreation activities in game reserves, and the economic impact of tourism in Swaziland. As a result, there is limited research focusing on the perceptions of both local and international tourists regarding Swaziland as a tourist destination and how the destination image has influenced tourists‘ intention to revisit or recommend the destination to others.
This study aims to identify the antecedents of future behavioural intentions of tourists in Swaziland. Employing a quantitative approach, destination image was the predictor variable and was hypothesized to positively influence satisfaction, attitude toward destination, and trust in the destination as mediating variables, and behavioural intentions as the outcome variable. Non-probability was used to sample both local and international tourists that visited Swaziland between the months of August and October 2016. Tourists were interviewed at Mantenga Cultural Village, Swazi Candles, Ngwenya Glass, and departing tourists were interviewed at the Sikhuphe International Airport. A total of 431 respondents were used in study. The data analysis was performed using SPSS 22 and Amos 22 Software Package.
The majority of tourists were positive regarding Swaziland as a tourist destination. Tourists further on indicated that they had satisfactory experiences in Swaziland, and most stated that they trusted the destination. A lot of the tourists had a favourable attitude towards Swaziland and indicated high revisit intentions and positive recommendations.
Furthermore, the findings in this study show that there is a positive and significant relationship between the destination‘s image and satisfaction. Additionally, the study reveals that satisfaction positively influences tourists‘ trust in the destination and their attitude towards the destination. Between attitude towards destination and trust in the destination,
tourists‘ attitudes toward the destination were found to have a stronger effect on their behavioural intentions.
Description
M. Com. (Marketing)
in the
School of Economic and Business Sciences
at the
University of the Witwatersrand, Johannesburg
Keywords
Citation
Mashwama, Vuyelwa C. (2016) Destination image of Swaziland: perceptions of local and international tourists, University of the Witwatersrand, Johannesburg, <http://wiredspace.wits.ac.za/handle/10539/22215>