Brand image is a prominent marketing tool for many destination marketers. A strong brand image is equivalent to a rise in first-time customer purchase, positive word-of-mouth (WOM) and customer loyalty. Mauritius is a popular holiday destination for Europeans, however, there is a lack of...

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...

Tourist satisfaction is one of the most important concerns of competitive destinations as it considerably impacts on the tourist’s choice of the holiday destination, and the decision to visit the destination in the future. As a result, tourist satisfaction is one of the most investigated...