261-278

Research papers

• Naidoo, Perunjodi
• Ramseook-Munhurrun, Prabha
• Durbarry, Ramesh

Brand image is a prominent marketing tool for destination marketers. A strong brand image implies having an upper-hand over competitors and thus preventing tourists from shifting their purchase intentions to other destinations. This paper examines the brand image attributes of a small island developing state. It also determines the gap between tourists’ expected and perceived brand image attributes. The study uses a focus group to guide the design of the questionnaire. Using factor analysis, the results indicate that the attributes performances exceed expectations, reinforcing the positive brand image of Mauritius. It is also found that the destination’s attractiveness, up-market products, tourist attractions and the tropical setting were among the key factors in determining the brand image of the destination. The study also suggests that over-promising promotional campaigns may affect the brand image of small island developing destinations.

• Other social sciences

• Τουρισμός
• Επιχείρηση
• Economic development

brand image attributes, destination marketing, Mauritius, positioning, small island developing states (SIDS)

Περιέχει πίνακες και βιβλιογραφία

1. Ahmed, Z.U. (1991). The influence of the components of a state’s tourist image on product positioning strategy. Tourism Management, December, pp.331-340.AHRIM (2008). Annual Report 2007-2008, Association des Hôteliers et Restaurateurs-Ile Maurice.Baloglu, S. & McCleary, K.W. (1999a). A model of destination image formation. Annals of Tourism Research, Vol. 26, No.4, pp.868–897.Baloglu, S., &McCleary, K.W. (1999b). US international pleasure travelers’ images of four Mediterranean destinations: A comparison of visitors and nonvisitors. Journal of Travel Research, Vol. 38, No.2, pp.114–129.Beerli, A. & Martin, J.D. (2004). Tourists’ characteristics and the perceived image of tourist destinations: a quantitative analysis-a case study of Lanzarote, Spain. Tourism Management, Vol. 25, pp.623–636.Berry, L.L. & Seltman, K.D. (2007). Building a strong services brand: lessons from Mayo Clinic. Business Horizons, Vol. 50, pp.199-209.Biel, A. (1993). Converting Image into Equity. In D.A. Aaker and A. Biel (Eds.) Brand Equity and Advertising (pp.67-82), NJ: Lawrence Erlbaum.Bigné, J.E., Sánchez, M.I. & Sánchez, J. (2001). Tourism image, evaluation variables and after purchase behaviour: inter-relationship. Tourism Management, Vol. 22, No.6, pp.607-616.Blain, C., Levy, Stuart, E. & Ritchie Brent, J.R. (2005). Destination Branding: Insights and Practices from Destination Management Organizations. Journal of Travel Research, Vol. 43, May, pp.328-338.Brown, G.P. (1997). Tourism in the Indian Ocean: a case study of Mauritius. In D. Lockhart and D. Drakakis-Smith (Eds.) Island Tourism Trends and Prospects (pp.229-248).Cai, L. (2002). Cooperative branding for rural destinations. Annals of Tourism Research, Vol. 29, pp.720-742.Chaudhary, M. (2000). India’s image as a tourist destination-a perspective of foreign tourists. Tourism Management, Vol. 2, pp.293-297.Chon, K.S., Weaver, P.A. & Kim, C.Y. (1991). Marketing you community: Image analysis in Norfolk. Cornell Hotel and Restaurant Administration Quarterly, Vol. 31, No.4, pp.31-37.Dann, G. (1996). The Language of Tourism. A Sociolinguistic Perspective. Wallingford. UK, CABI International.Deloitte (2008). Mauritius budget 2008. Http://www.deloitte-mu.com/ Accessed the 15th of July 2008.Dobni, D. & Zinjkan, G.M. (1990). In search of brand image: a foundation analysis. In M.E. Goldberg and R.W. Pollay (Eds.) Advances in Consumer Research. Association for Consumer Research, UT: Provo, pp.110-119.Echtner, C.M., & Ritchie, J.R.B. (1991). The meaning and measurement of destination image. The Journal of Tourism Studies, Vol. 2, No.22, pp.2–12.Echtner, C.M. & Ritchie, B. (1993). The measurement of destination image: an empirical assessment. Journal of Travel Research, Vol. 31, No.3, pp.3-13.Fayeke, P.C. & Crompton J.L. (1991). Image difference between prospective, first-time and repeat-visitors to the lower Rio Grand Valley. Journal of Travel Research, Vol. 31, No.4, pp.3-13.Fill, C. (2002). Marketing communications-contexts, strategies and applications, 3rd ed. England: Prentice-Hall Financial Times.Gallarza, M.G., Saura, I.G. & Garcia, H.C. (2002). Destination Image. Annals of Tourism Research, Vol. 29, No.1, pp.56–78.Gartner, W.C. (1986). Temporal influences on images change. Annals of Tourism Research, Vol. 13, pp.635-644.Gartner, W.C. (1989). Tourism image: attribute measurement of state tourism products using multidimensional scaling techniques. Journal of Travel Research, Vol. 28, No.2, pp.15-19.Gurthie, C. & Thyne, M. (2004). Destination Image: The Impact of the Interaction Effect between the Visitor and the Destination on Tourist Perceptions, in Conference Proceedings of Tourism State of the Art II, University of Strathclyde, Glasgow, 27–30 June.Hair, J.F.Jr, Anderson, R.E., Tatham, R.L. & Black, W.C. (1998). Multivariate Data Analysis, 5th ed., Prentice-Hall, Upper Saddle River, N.J.Hankinson, G. (2004). The brand images of tourism destination: a study of the saliency of organic images. Journal of Product and Brand Management, Vol. 13, No.1, pp.6-14.Horrigan, D. (2009). Branded content: a new model for driving tourism via film and branding strategies. Tourismos: an International Multidisciplinary Journal of Tourism, Vol. 4, No.3, Spring, 51-65.Ioannides, D. & Holcomb, B. (2003). Misguided policy initiatives in island destinations: why do up-market tourism policies fail? Tourism Geographies, Vol. 5, No.1, pp.39-48.Joppe, M., Martin, D.W. & Waalen, J. (2001). Toronto’s image as a destination: a comparative importance-satisfaction analysis by origin of visitor. Journal of Travel Research, Vol. 39, pp.252-260.Kamenidou, I., Mamalis, S. & Priporas, C. (2009). Measuring destination Image and consumer criteria: the case of Mykonos Island. Tourismos: an International Multidisciplinary Journal of Tourism, Vol. 4, No.3, Spring, pp.67-79.Keller, K.L. (1998). Strategic brand management: building, measuring and managing brand equity. New Jersey, Prentice Hall.Kozak, M. & Rimmington, M. (2000). Tourist satisfaction with Mallorca, Spain, as an off-season holiday destination. Journal of Travel Research, Vol. 38, February, pp.260-269.Mansfeld, Y. (1992). From motivation to actual travel. Annals of Tourism Research, Vol. 19, pp.399-419.Mohamed, G.A. (2008). Egypt’s image as a tourist destination: a perspective of foreign tourists. Tourismos: an International Multidisciplinary Journal of Tourism, Vol. 3, No.1, Spring, pp.36-65.McCartney, G. (2005). The Impact of the 50th Macao Grand Prix on Macao’s Destination Image. International Journal of Event Management Research, Vol. 1, No.1, pp.46-65.Nunnally, J.C. (1994). Psychometric theory. New York, McGraw-HillPike, S. (2002). Destination Image Analysis-A Review of 142 Papers from 1973 to 2000. Tourism Management, Vol. 23. No.5, pp.541-549.Shin, Y. (2009). Examining the link between visitors’ motivation and convention destination image. Tourismos: an International Multidisciplinary Journal of Tourism, Vol. 4, No.2, Autumn, pp.29-45.Sonmez, S. & Sirakaya, E. (2002). A distorted destination image? The case of turkey. Journal of Travel Research, Vol. 41, pp.185-196.Stepchenkova, S. & Morrison, A. (2008). Russia’s destination image among American pleasure traveler’s: Revisiting Echtner and Ritchie. Tourism Management, Vol. 29, pp.548-560.Tasci, Asli D.A., Gartner, William C. & Cavusgil, Tamer S. (2007). Measurement of destination brand bias using quasi-experimental design. Tourism Management, Vol. 28, pp.1529-1540.Tsai, Huei-Min & Clark, E. (2003). Nature-society interactions on islands: introduction. Geografiska Annaler, 85 B, No.4, pp.187-189.Um, S. & Crompton, J.L. (1990). Attitude determinants in tourism destination choice. Annals of Tourism Research, Vol. 17, pp.432-448.