DESTINATION IMAGE AND CUSTOMER EXPERIENCE IN TOURISM SCIENCE: A CONTRIBUTION TO THE UNDERSTANDING OF DESTINATION’S CONSTRUCTION FACTORS

This research explores the intricate relationship between destination image and customer experience in the context of tourism, aiming to identify how these two components of territorial marketing influence each other and contribute to the overall attractiveness and success of a tourist destination. By addressing the need for a coherent strategy that aligns the projected destination image with the actual visitor experience, the study seeks to enhance tourist satisfaction and loyalty. Using a mixed-method approach, the research combines qualitative and quantitative methodologies. The qualitative aspect involves in-depth interviews with key stakeholders, including marketing professionals, local authorities, and tourists, while the quantitative approach includes surveys and statistical analysis to gather data on tourists' perceptions and experiences. The studies conducted encompass an extensive literature review, detailed case studies of destinations with strong brand images and high customer satisfaction, and on-site observations and interactions with tourists to gather real-time data. The findings reveal that destination image is significantly shaped by endogenous factors such as attractiveness and brand equity, and exogenous factors like innovation and brand awareness from marketing campaigns. High-quality infrastructure, diverse cultural and leisure activities, and positive local interactions are key contributors to memorable customer experiences, which lead to increased tourist satisfaction and loyalty. Importantly, the study highlights the need for alignment between the projected destination image and the actual customer experience to avoid tourist dissatisfaction and negative word-of-mouth. Several constraints were identified, including the variability of tourist expectations, the dynamic nature of the tourism industry, and challenges in maintaining.

BOUKARNAOUI, HANAA; ATTOUCH, HICHAM

Revue Marocaine de Recherche en Management et Marketing (2024)

Vol. 16 N° 2 (2024)

DOI: 10.48376/IMIST.PRSM/remarem-v16i2.51053

Import OAI-PMH · Identifiant source : oai:revues.imist.ma:article/51053