Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/53660
Title: The effect of tourists’ perceptions of a tourism product on memorable travel experience : implications for destination branding
Authors: Tukamushaba, EK
Xiao, HG 
Ladkin, A
Keywords: Tourists’ perceptions
Tourism product
Memorable travel experience
Destination branding
Uganda
Issue Date: May-2016
Publisher: De Gruyter
Source: European journal of tourism, hospitality and recreation, May 2016, v. 7, no. 1, p. 2-12 How to cite?
Journal: European journal of tourism, hospitality and recreation 
Abstract: The purpose of this study is to analyse how tourists’ perceptions of a destination’s tourism product influences memorable tourism experiences and how gender differences influence tourists’ perceptions of tourism product. To achieve these objectives, Uganda, one of the developing economies in East Africa, was chosen. The five A’s of tourism product was used as a basis for the questionnaire construction and data was analysed. Explanatory research design within the framework of confirmatory factor analysis - a structural equation modelling technique was adopted using the AMOS 18 program. A sample of 501 respondents consisting of tourists departing Uganda through Entebbe International Airport was used.
Results showed that both the measurement and structural models exhibited better model fit indices. Overall, tourists’ perceptions of the retained four dimensions of tourism product (Attractions, ancillary services, amenities and accommodation) had a positive effect on memorable travel experience. Additionally, the independent T-test for gender and tourists’ perceptions of Uganda’s tourism product showed that on average, females had a positive evaluation of Uganda tourism product compared to their male counterparts. However, the observed difference was not significant.
It is recommended that destination management organisations pay attention to infrastructure, particularly transport that links potential and actual tourists to key tourism attractions. This is likely to enhance positive perceptions and was found to positively influence memorable travel experience. Other implications for destination branding are discussed.
URI: http://hdl.handle.net/10397/53660
ISSN: 2182-4924 (online)
DOI: 10.1515/ejthr-2016-0001
Rights: © 2016 Eddy K Tukamushaba et al. published by De Gruyter Open
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivs 3.0 License
The license is located at https://creativecommons.org/licenses/by-nc-nd/3.0/. Please visit the license website for any updated information.
The following De Gruyter Open publication Tukamushaba, E. K., Xiao, H., & Ladkin, A. (2016). The effect of tourists’ perceptions of a tourism product on memorable travel experience: Implications for destination branding. European Journal of Tourism, Hospitality and Recreation, 7(1), 2-12 is available at http://dx.doi.org/10.1515/ejthr-2016-0001
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