Tourists’ perceptions of KwaZulu-Natal brand image and brand loyalty
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Date
2020
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Publisher
University of Zululand
Abstract
This research explored tourists’ perceptions of KwaZulu-Natal (South Africa) destination brand image and brand loyalty. The researcher consulted literature (secondary data) in order to understand tourists’ brand perception issues in a tourism destination. From the literature findings, the study aim and objectives were formulated. The researcher made use of quantitative research method (questionnaire survey) to collect usable primary data from 411 domestic and international tourists in KwaZulu-Natal. The target population for this study were tourists visiting major tourist attractions in KwaZulu-Natal (King Shaka International Airport, Richards Bay Airport, Pietermaritzburg Airport, Hluhluwe Game Reserve, uShaka Marine World, Durban and Richards Bay beach). Data analyses were done using IBM’s SPSS Statistics, employing descriptive analysis (Frequency, Mean, Standard Deviation), bivariate analysis (Spearman’s Correlation test, Mann Whitney U test), and Multivariate analysis (Reliability test using Cronbach’s Alpha). The results show that most tourists were satisfied with their visit to KwaZulu-Natal, attached to the destination, and will likely to return to the destination. They are willing to recommend KwaZulu-Natal as a preferred tourism destination to their family and friends. Tourists have a very positive image of the KwaZulu-Natal brand as a tourism destination. They perceive KwaZulu-Natal as having a strong destination brand position. This study made key recommendations for KwaZulu-Natal as a tourism destination. KwaZulu-Natal tourism destination marketers should capitalise on the province’ brand attributes that make the destination a strong brand to strengthen the destination’s role in South Africa and globally as a culture and nature destination. Destination managers in KwaZulu-Natal should continue to market the destination based on its cultural and natural attributes, but also maintain and create opportunities for tourists who are more interested in meetings, events, sand-seasun, and visiting friends and relatives. These attributes give the destination its strong potential. KwaZulu-Natal should find ways of managing tourists’ numbers (visitor steering) in different attractions within the destination, especially during their peak season, to avoid overcrowding.
Description
A thesis submitted in fulfillment of the academic requirements for the degree of Master of Arts in the Department of Recreation and Tourism in the Faculty of Arts, University of Zululand, 2019.
Keywords
brand image, brand loyalty, tourism destination