A thesis submitted in complete fulfillment of the requirements for the degree of the Doctor of Philosophy in Marketing in the school of Economic and Business Sciences,
the University of the Witwatersrand
2017The purpose of the study was to investigate the relationship that potentially exists between international airport experience, destination image, and the intention to revisit South Africa. A research conceptual model was developed in order to analyse potential relationships from that model. The objectives of the study were to examine the relationship airport experience and destination image as well at the relationship between destination image and a traveller’s intention to revisit a destination. This research was grounded in numerous theories, namely the destination image theory, destination concept, marketing theory and service concept.
The study reviewed literature on destination marketing, highlighting its evolution over the years, and its importance, in particular to South Africa. For purposes of the research, nine hypotheses were developed based on the conceptual model where all the proposed hypotheses were supported. The study was quantitative in nature, in that all data was collected through convenience sampling at the OR Tambo International Airport. Research surveys were self- administered to 508 willing international travellers at the OR Tambo International Airport. Out of the 508 surveys distributed, 503 were usable for research analysis purposes. To analyse the research data, structural equation modelling was adopted. The main findings of the study touched on various aspects. Firstly, travellers perceived servicescape to be a crucial factor in their overall assessment of the kind of value an airport would offer to them, and ultimately in their overall impression of South Africa as a destination.
Secondly, it was also established that tourists' pre-conceived ideas of South Africa were the strongest motivator of their intention to revisit the country. This implied that tourists visit South Africa with a firm idea of what the country will be like as well, and whether they would want to return to the country, even before they set foot in the country. Overall the study established that international tourists had an appreciation for the airport experience at the OR Tambo International Airport, and also they would consider revisiting South Africa. The contribution of this study was to enhance the comprehension of existing literature on destination marketing and the international airport management sector. Furthermore, the study provided new perspectives to the current body of knowledge regarding motivations for tourists to return to destinations.MT 201
