The Customer Perspectives of KwaZulu-Natal Tourism Brand Image and Brand Loyalty

Abstract

Sub-Saharan Africa's tourism destinations have become increasingly similar, and competition among them has become quite intense. As such, destinations with strong brands may perform better and hold more value than those with unbranded offerings. This research aims to measure the tourists’ perceptions of the brand image associated with KwaZulu-Natal attractions in South Africa, and to determine their level of loyalty.  A questionnaire survey of 411 respondents revealed that the majority of travellers are attached to the KwaZulu-Natal destination and are more likely to return. As a result, KwaZulu-Natal tourist destination marketers should capitalise on the destination's brand features to further strengthen its status as a cultural and natural destination in South Africa and around the world. Further recommendations for enhancing this destination brand and its communication are presented in this paper.