Image and Risk Perception of Mozambique as a Tourism Destination: A Segmentation Study

Q2 Social Sciences

African Journal of Hospitality, Tourism and Leisure Pub Date : 2021-12-31 DOI:10.46222/ajhtl.19770720.195

Mariamo Amade Abdula, Z. Breda, C. Eusébio

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引用次数: 1

Abstract

Tourism has been recognised as one of the main industries in the world. It creates opportunities for developing tourism destinations; however, it also requires adaptation to new challenges in constant evolution. In this context, there is a continuous need to identify and explore new tourism markets, take advantage of emerging opportunities, and create products that offer innovative and differentiating tourism experiences. Mozambique is betting on the development of tourism as a factor of economic and territorial dynamism. This article aims to present a destination image-based segmentation study of potential visitors to Mozambique. A questionnaire was administered to a sample of 382 potential visitors to Mozambique. The application of a hierarchical cluster analysis based on the perceived destination image allowed the identification of three clusters: “nostalgic”, “destination lovers”, and “concerned”. The results highlight differences in terms of perceived risk and intentional behaviour among the clusters identified. The paper ends with important practical implications to improve the image of Mozambique as a tourism destination.

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莫桑比克作为旅游目的地的形象和风险感知:一个细分研究

旅游业已被公认为世界上的主要产业之一。它为发展旅游目的地创造了机会;然而，它也需要适应不断发展的新挑战。在此背景下，我们需要不断识别和探索新的旅游市场，利用新出现的机会，创造提供创新和差异化旅游体验的产品。莫桑比克正把发展旅游业作为经济和领土活力的一个因素。这篇文章的目的是提出一个目的地图像为基础的分割研究潜在的游客到莫桑比克。对382名可能前往莫桑比克的游客进行了问卷调查。基于感知目的地图像的分层聚类分析的应用允许识别三个聚类:“怀旧”，“目的地爱好者”和“关注”。研究结果强调了所识别的集群之间在感知风险和故意行为方面的差异。本文最后对提高莫桑比克作为旅游目的地的形象具有重要的现实意义。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

African Journal of Hospitality, Tourism and Leisure Social Sciences-Geography, Planning and Development

CiteScore

2.70

自引率

0.00%

发文量

审稿时长

8 weeks

期刊介绍： AJHTL is a proudly African, independent, privately owned multidisciplinary peer-reviewed journal, not aligned to any institution which is published quarterly. We encourage academic debate and are fully electronic and dedicated to increasing the depth of research across a range of related disciplines with the primary objective of promoting research. New researchers are especially welcome to submit articles to us for consideration. Our articles are read by scholars, students and industry globally. Only authors may submit a paper for review and only original research is considered for publication. Articles that have been either published elsewhere or which are currently considered for publication elsewhere, must not be submitted for reviewing. A journal publication might take from about one month up to one nine months to appear. The reviewing process is competitive with less than 69% of papers considered finally being accepted for publication. Authors must be certain that their paper meets the academic standards of rigorous scholarly research. Authors must have reviewed and cited the critical and recent English references that relate to the research paper. Where other language references are used these must be translated. Articles must be English language edited by authors prior to submission to the journal.