Determinants that impact a destination image: application on El Gouna the recently founded contemporary resort conurbation in Egypt.

Document Type : Original Article

Authors

Marketing and International Business, Faulty of Management Sciences, October University foe Modern Sciences and Arts (MSA)

Abstract

When deciding on a destination, prospective tourists face a myriad of location options; what differentiates each destination from the other is the destination image. The purpose of this research paper is to investigate the factors influencing destination image as it is a major determinant that influences purchase decisions of going to a destination or not, either consciously or subconsciously. The authors investigate the factors impacting destination image application on El Gouna which is a recently founded touristic destination in Egypt well noted for its stunning coral reefs, beaches, and a multitude of other alluring variables. The researchers proposed a conceptual model based on a thorough review of the literature. 100 online questionnaires were gathered through Facebook groups that consisted of multiple pages dedicated to El Gouna and its visitors.

A non-probability convenience sampling technique was used to collect primary data. Data analysis was conducted using the Statistical Package for Social Sciences (SPSS) software.

all hypotheses were supported and the findings showed that the suggested determinants including amenities, environment, safety, and perceived value do have an impact on the dependent variable which is destination image which agrees with previous literature. Implications to further improve perceived destination image include campaigns conducted by El Gouna managers and the relevant ministries and a suggested change in market prices of hotel brands functioning in El Gouna.

A suggestion for further research is to conduct a comparative cross-cultural study to investigate if the studied factors also impact foreigners visiting El Gouna.

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