Tourist Profile and Destination Brand Perception: The Case of Cape Town, South Africa
Tourist Profile and Destination Brand Perception: The Case of Cape Town, South Africa

Summary/Abstract: Tourists pay for destination brands. This study checked for the relationships betweentourists’ profile and how they perceived the destination brand of Cape Town. A questionnaire surveyof 220 tourists visiting Cape Town was done. This study found that repeat visit, age of tourist, lengthof stay, and tourist origin, have significant influences on how tourists visiting Cape Town perceived thedestination. The top three destination attributes of Cape Town (cognitive images), which enhancevisitor experience satisfaction are (1) the overall level of service quality at facilities in Cape Town, (2)the city being one of the best places the tourists have visited, and (3) the destination’s good value formoney. The top three emotional valuations of destination attributes (affective images) which enhancevisitor experience satisfaction in Cape Town include (1) memorable visit, (2) valuable visit, and (3)friendly and hospitable population. It is therefore recommended that tourism businesses in Cape Towndevelop relationship marketing tools to attract and retain its tourists segments of loyal, advanced in age,long-staying and domestic tourists. Results from this research could be compared with related findingsin the international arena and have related implications, especially for developing economies

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