Title: Influence of destination image and destination brand in tourists' decision-making: a case of Grenada

Authors: Keleyan Margaret Otway, Podie Kagan Chitan, Wendell Stallone Carlson Lennox Cornwall

Addresses: Monterrey Institute of Technology and Higher Education, Mexico City Campus, Mexico City, Mexico. ' Monterrey Institute of Technology and Higher Education, Mexico City Campus, Mexico City, Mexico. ' Monterrey Institute of Technology and Higher Education, Mexico City Campus, Mexico City, Mexico

Abstract: Tourism is perhaps considered Grenada|s main source of revenue. For this reason, there is growing concern for the island|s reputation in the world market. This research paper identifies the importance of destination branding as a strategy to achieve success in attracting tourist, identifying the island|s strong and weak points. Data was gathered from blog sites, where tourists who visited, posted comments about their experience. The data, from 86 entries, was analysed and categorised according to 35 variables and later codified to assist the researchers in drawing conclusions. This study revealed that Grenada|s natural attractions and cultural manifestations contribute significantly to tourist satisfaction and thus a positive destination image. This aspect is coupled with hospitality and receptiveness, which are intrinsic factors in tourist decision-making. On the other hand, aspects such as accessibility, transportations and accommodation facilities showed room for improvement and affected tourist satisfaction in a negative way.

Keywords: destination branding; destination image; destination identity; Grenada; tourist decision making; tourism marketing; destination management; tourist satisfaction; brands.

DOI: 10.1504/IJLTM.2011.042287

International Journal of Leisure and Tourism Marketing, 2011 Vol.2 No.3, pp.209 - 231

Available online: 02 Sep 2011 *

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