| dc.contributor.author | Weru, Joshua N. | |
| dc.date.accessioned | 2022-03-23T06:04:30Z | |
| dc.date.available | 2022-03-23T06:04:30Z | |
| dc.date.issued | 2021 | |
| dc.identifier.citation | Weru, J.N. (2021). Perceived Destination Image and Post-Visit Behaviour: An International MICE Visitors’ Perspective. African Journal of Hospitality, Tourism and Leisure, 10(2):472-486. DOI: https://doi.org/10.46222/ajhtl.19770720-112 | en_US |
| dc.identifier.issn | 2223-814X | |
| dc.identifier.other | https://doi.org/10.46222/ajhtl.19770720-112 | |
| dc.identifier.uri | https://www.ajhtl.com/2021.html | |
| dc.identifier.uri | http://hdl.handle.net/123456789/5569 | |
| dc.description.abstract | Africa including Kenya has continued to suffer negative images due to stereotypes, prejudice, and negative
reporting by international media. This has continued to negatively affect the continents' share of the global
leisure tourism market despite the rich and unique natural touristic resources. The continents’ MICE tourism,
however, has been on the growth path before COVID 19 pandemic. This study, therefore, investigated the
influence of perceived destination image by international MICE visitors on their post-visit behaviour. The study
was carried out in the Kenyan capital city, Nairobi. The study followed a convenience sampling method with a
total sample of 335 respondents. A model on destination image and post-visit behaviour was developed and
tested. A blindfolding procedure in PLS showed the model had predictive relevance. Findings indicated that the
cognitive image dimension had a positive and significant influence on affective image, overall image, and postvisit behaviour. Affective image positively influences overall image but not post-visit behaviour. Overall
destination image had the greatest effect on post-visit behaviour. Destination Marketers in Kenya should pay
particular attention to the destination’s cognitive image. The study provides valuable information for
policymakers and destination marketers in developing actionable positioning strategies to enhance the
destination’s image and competitiveness. | en_US |
| dc.language.iso | en | en_US |
| dc.publisher | African Journal of Hospitality, Tourism and Leisure, 10(2):472-486. | en_US |
| dc.subject | Events experiences; cognitive image; affective image; overall image, and post-visit behaviour | en_US |
| dc.title | Perceived Destination Image and Post-Visit Behaviour: An International MICE Visitors’ Perspective | en_US |
| dc.type | Article | en_US |
