L’image de marque de la destination et son impact sur les comportements post-visite des touristes

Abstract

National audienceDestination brand image and its impact on post-visit tourists behaviorsDrawing on brand image theory in the particular context of the tourism destination, this study investigates the relationship between destination brand image and tourist behavior, in terms of attachment, intention of revisit and intention of recommendation. A first qualitative study has been achieved to establish the destination’s brand image. Using a sample of 149 tourists visiting Reunion Island, and the structural modeling technique, the results reveal that destination image have positive effects on tourist behavior.La recherche étudie l’influence de l’image de marque de la destination sur les comportements post-visite des touristes à travers l’attachement à la destination, l’intention de revisite et l’intention de recommandation. Une étude empirique a été menée auprès de touristes français ayant séjourné sur l’île de La Réunion. Sur la base d’une phase qualitative préalable, l’image de marque a été mesurée de manière quantitative auprès de 149 touristes en fin de séjour. Les résultats obtenus par la méthode des modèles d’équations structurelles montrent les liens positifs entre image de marque et comportements touristiques

Touristic’s Destination Brand Image: Proposition of a Measurement Scale for Rabat City (Morocco)

“…In other words, the brand image designates everything that comes to mind when talking about a brand. It can be tangible elements such as the goods or services bearing the brand, but it is also possible to associate the brand image with abstract elements from the producer's communication or from other competing brands [14]. As a result, the brand image could be assimilated to consumer representations or perceptions of a brand.…”

“…In order for a brand to trigger a consumer's positive attitude, the consumer must develop strong and positive associations with the brand. It is therefore essential to create a strong image [14]. The structure of an image depends on the key attributes of the tourism product as well as the associations with the brand.…”