Business Commons^™

International Tourists' Perceptions Towards Destination Brand Image: A Case Study Of Socotra Island, Yemen, Ahmed Abdullah Omer, Madhuri Sawant, Rajesh Ragde

Journal of Tourism Insights

The influence of brand image on consumer behavior is widely recognized. It affects how tourists make pre-purchase decisions, making destinations with more substantial images more likely to be chosen. Additionally, the destination needs a strong brand image to maintain its position in the competitive business world. Product differentiation is crucial because Socotra Island, the research area, has a unique landscape, botanical, marine, and bird biodiversity, and cultural and heritage features and offers tremendously attractive destinations. Purposive random sampling was used to gather data from 410 international tourists at the sample locations for this study, which intends to examine how tourists …