Destination Image and its Influence on Visitor Preferences in Gaborone City, Botswana
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Date
2024-11
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Kenyatta University
Abstract
This study aimed to evaluate cognitive and affective destination image and its influence on visitor preferences in Gaborone, Botswana. The objectives of this study were to determine the effect of visitor profile on visitor preferences of Gaborone City, to analyze the influence of destination physical and natural attractions on visitor preferences of Gaborone, to investigate the relationship between destination facilities on visitor preferences in destination Gaborone Botswana, to examine the influence of destinations visitor management on visitor preferences of Gaborone City, to investigate the influence destinations affective image on visitor preferences in destination Gaborone, and to explore the intervening effect of tourism stakeholders involvement on the relationship between cognitive and affective destination and visitor preferences in Gaborone City, Botswana. Descriptive survey design was used for the study population and their characteristics. The target population comprised 3750 domestic tourists, out of which 360 domestic tourists who visited Gaborone City departing through use in full the first time were sampled. Structured questionnaires were used to collect quantitative data, and interview schedules will be used to collect qualitative data. Quantitative data was analyzed using descriptive and inferential statistics. Results were presented in tables, charts and graphs. Thematic analysis was used to analyze qualitative data, which was presented as direct quotations, selected anecdotes, and comments from informants to emphasize the informants' actual words. The results of this study will assist in packaging destination Gaborone for better competitiveness. The findings revealed an R-squared value of 0.509, implying that cognitive and affective destination image variables used in this study explained 50.9% of the variations in visitor preferences in Gaborone City, Botswana. The study also found that there exists a significant association between visitor’s age, gender of respondent, education level, Occupation, length of stay and visitor preferences of tourism destination in Gaborone City (p-value<0.05); physical attractions had insignificant effect on visitor preferences in Gaborone (p=0.251>.05); facilities had a positive but significant effect on visitor preferences in Gaborone (β = 0.280, p<.05); visitor management had a positive but significant effect on visitor preferences in Gaborone (β = 0.304, p<.05); affective image had a positive and significant effect on visitor preferences in Gaborone (β = 0.274, p<.05). Moreover, the study established that stakeholders’ involvement had a significant moderating effect on the relationship between cognitive and affective destination image and visitor preferences. The study concludes that Gaborone City as a tourist destination provides a variety of facilities, offers quality services, and is cost-effective, thus improving destination facilities in the City of Gaborone City has the likelihood of enhancing visitor preferences of destination Gaborone. The study, therefore, recommends that the management of destination Gaborone City should improve visitor management, which had a positive and significant effect on visitor preferences. In particular, the management should ensure that visitors have access to information, make bookings easy, and also improve safety and security.
Description
A Research Project Submitted in Partial Fulfillment of the Requirement for the Award of the Degree of Master of Science in Tourism Management in the School of Business, Economics and Tourism of Kenyatta University, November, 2024
Supervisors:
1.Edgar Otsembo Ndubi
2.Sisinio Muthengi