The Impact of Destination Image on Tourist Behavior: Karbala as a Case Study

Abstract

The destination image is regarded as one of the elements affecting visitors' choices in selecting tourist locations that satisfy their wants and aspirations in a way that corresponds to their expectations of such places. The destination image influences tourist behavior by stimulating tourist desires to travel and engage in tourist activities, as well as influencing that behavior in the travel decision-making process during the pre-trip, trip, and post-trip phases. The destination image is also linked to visitor satisfaction with regard to their appraisal of their travel experience and the extent to which that experience meets or comes near to their earlier expectations. Therefore, the current study looks at the image and personality of religious, tourist, and commercial brands, as well as how they connect to future tourist behavior. The study considered Karbala city, Iraq, as a case study. The study was based on the in-filed study technique, which was represented by a questionnaire that was delivered to the study sample, which consisted of seven first-class hotels in Karbala city, with 40 copies of the questionnaire handed over to the administrative personnel at these hotels. The study discovered that the cognitive image, emotional image, and destination personality all had different effects on global image and behavioral intentions for first-time and recurrent visitors. Additionally, the findings show that the qualitative remarks focused heavily on attractions, culture, and the environment. The practical consequences are explored, and destination personality and behavioral outcomes for first-time and recurrent visitors were designed and evaluated independently.