THE BRAND IMAGE OF A SMALL ISLAND DESTINATION

Abstract

Brand image is a prominent marketing tool for destination marketers. A strong brand image implies having an upper-hand over competitors and thus preventing tourists from shifting their purchase intentions to other destinations. This paper examines the brand image attributes of a small island developing state. It also determines the gap between tourists’ expected and perceived brand image attributes. The study uses a focus group to guide the design of the questionnaire. Using factor analysis, the results indicate that the attributes performances exceed expectations, reinforcing the positive brand image of Mauritius. It is also found that the destination’s attractiveness, up-market products, tourist attractions and the tropical setting were among the key factors in determining the brand image of the destination. The study also suggests that over-promising promotional campaigns may affect the brand image of small island developing destinations.