| Summary: | Destination image is the sum of perceptual beliefs, knowledge, affective feeling, and total impression that a visitor holds about a particular destination, and it plays a critical role in determining purchase decisions in the destination-choice process, and the attractiveness of a destination. In order for a destination or resort to be differentiated from its competitors, destination management must have a correlative perception and image of quality, as the consumer does. The formation of image is determined by the attributes or characteristics a destination has to offer, and by the exposition of information the tourist receives about a destination. These factors are known as the external factors. Image formation is also influenced by personal factors like motivation, past experiences, attitudes and expectations, which are known as internal factors. Tourist destination images are important because
they influence the decision- making behaviour of potential tourists. A good perception leads to a positive destination image, leads tourist satisfaction – which in turn results in destination loyalty.
The aim of this research was to determine whether the perception of the resorts has an influence on the visitation levels of the resorts. The resorts have reported consecutive years of low visitation and profit levels. A questionnaire was used to collect data from visitors to resorts. Unfortunately, the results indicate the visitors perceived the overall satisfaction as well the experience of staying at the resort as being average to poor. In order to ensure sustainability of the resort, it is suggested that resort management focus on improvement of resort’s image.
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