The Brand Image of a Small Island Destination: The Case of Mauritius

Abstract

It is acknowledged that brand image has an impact on the behavior of individuals. It influences the tourists’ pre-purchase decision-making behavior where destinations with stronger images are more likely to be selected. Brand image also influences post-purchase decision-making including evaluation and future behavioral intentions. Furthermore, brand image is also essential for the destination to ensure a strong positioning in the competitive business environment. Despite the growing body of work on brand image, there is scant empirical evidence on the topic especially regarding small island destinations. This paper builds upon an existing research that was carried out on tourists’ perspectives of the brand image of the small island of Mauritius. The purpose of this study is to determine if this small island destination benefits from a strong positioning through its brand image attributes. Strong and weak brand image attributes are identified and implications discussed.

Keywords: attributes, brand image, destination, Mauritius, positioning, tourism, word-of-mouth

JEL Classification: M31