Perceived Destination Image and Post-Visit Behaviour: An International MICE Visitors’ Perspective

Abstract

Africa including Kenya has continued to suffer negative images due to stereotypes, prejudice, and negative reporting by international media. This has continued to negatively affect the continents' share of the global leisure tourism market despite the rich and unique natural touristic resources. The continents’ MICE tourism, however, has been on the growth path before COVID 19 pandemic. This study, therefore, investigated the influence of perceived destination image by international MICE visitors on their post-visit behaviour. The study was carried out in the Kenyan capital city, Nairobi. The study followed a convenience sampling method with a total sample of 335 respondents. A model on destination image and post-visit behaviour was developed and tested. A blindfolding procedure in PLS showed the model had predictive relevance. Findings indicated that the cognitive image dimension had a positive and significant influence on affective image, overall image, and post-visit behaviour. Affective image positively influences overall image but not post-visit behaviour. Overall destination image had the greatest effect on post-visit behaviour. Destination Marketers in Kenya should pay particular attention to the destination’s cognitive image. The study provides valuable information for policymakers and destination marketers in developing actionable positioning strategies to enhance the destination’s image and competitiveness.