- Title
- Influence of destination familiarity and destination image on the intention to revisit East London
- Creator
- Nyezwa, Abegail Noluthando
- Subject
- Tourism -- South Africa -- East London -- Marketing
- Subject
- Tourism -- South Africa -- East London
- Date Issued
- 2019
- Date
- 2019
- Type
- Thesis
- Type
- Masters
- Type
- MBA
- Identifier
- http://hdl.handle.net/10948/42781
- Identifier
- vital:36691
- Description
- Tourists have a tendency of revisiting a destination when they are pleased with certain features encountered during their first visit. In some cases, even though the visitors are happy, they do not return to the same destination because they want to discover other destinations, whereas fewer satisfied tourists do return to the same destination and become repeat visitors. In order to remain internationally competitive, it is essential for destinations to design and implement marketing strategies which will assist in attracting the preferred product positioning in target markets. Destinations should always distinguish themselves from their competitors. The aim of this study was to investigate the extent to which destination familiarity and destination image influence the intention to revisit East London. A quantitative research method was adopted in order to test the relationships depicted in the hypothesised model. A sample was drawn using convenience sampling techniques. In total, 62 questionnaires were distributed to tourists who had revisited East London. The study discovered that most of the respondents were employed and educated. The study made use of the survey methodology and a structured questionnaire was used in order to collect data from respondents. All the questionnaires were returned. Cronbach’s alpha coefficient was used to test reliability of multiple-item scales. Only two variables had Cronbach’s alpha scores above 0.60. and one had a score of 0.40 and that is unacceptable. The study revealed that a majority of respondents strongly agree that quality beaches, entertainment and sport are factors which will encourage them to revisit East London. This study revealed that there is a significant relationship between Destination Familiarity and Traveller’s Attitude. The study revealed that only few respondents viewed East London as expensive. The study recommended that the city examine its natural attractions, upgrade the shopping facilities and continuously maintain the qualities of beaches, initiating new fairs and festivals, making sure that local transport is reliable and safe. In order to be globally competitive, management need to gather intelligence in terms of how other countries globally use to attract repeat tourist visitation.
- Format
- ix, 111 leaves
- Format
- Publisher
- Nelson Mandela University
- Publisher
- Faculty of Business and Economic Sciences
- Language
- English
- Rights
- Nelson Mandela University
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| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | SOURCE1 | ABEGAIL NOLUTHANDO NYEZWA.pdf | 1 MB | Adobe Acrobat PDF | View Details Download |