Assessing the tourist destination image and its effect on tourist

Revisit Intentions in Rwanda

By NJOKA John Nyaga

ABSTRACTThe study investigated the attitude and perception of local and international touristsregarding the protection of the genocide memorial sites in Rwanda. the objectives wereto to find out the visitors view of Kigali as a tourist destination, to find out factorsinfluencing repeat visit intentions of international visitors, to investigate what Rwandadevelopment board is currently doing to improve the destination image of Rwanda andto create destination loyalty among international visitors. The research design used wasdescriptive in nature utilizing both quantitative and qualitative techniques. The findingsindicated that modern environment, heightened security and natural sceneries wereunderlined as the main factors to revisit Rwanda. "Destination image" was the mostimportant factor for repeat visitors of Rwanda and that friendliness of local people,ability to communicate with local community, local foods as well as good value formoney (destination image) are the main destination attributes that manifest rwanda’simage as a tourist destination. Therefore the researcher concludes that touristsdestination image plays a key role in influencing tourists revisit intentions. Thereforethe researcher recommends that destination managers should strive to improvedestination image of Kigali which affect repeat visitors' loyalty.

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CHAPTER 1

INTRODUCTION AND BACKGROUND TO THE STUDY

1.0 Introduction

This chapter gives background information on the study topic,

highlighting the problem statement, objectives, research

questions, scope of the study and significance to the study.

1.1 Background to the study

Tourism scholars have concentrated on repeat visitation as an

antecedent of destination loyalty. Some empirical studies have

acknowledged that many tourist destinations rely seriously on

repeat visitors (e.g., Darnell & Johnson, 2001; Jayaraman et al.,

2010). In this sense, previous researches have examined factors

influencing tourist behavior towards a repeat visitation. In

tourism, major antecedents of revisit intention such as

satisfaction, novelty seeking, perceived value, past vacation

experience, safety, cultural differences, image, motivation and

satisfaction and destination attributes, have been identified by

various researchers. (Chi & Qu, 2008; Zabkar et al., 2010)

3

Chen & Tasi (2007) assert that "by understanding the

relationships between future behavioral and its determinants,

destination tourism managers would know better on how to build up

an attractive image and improve their marketing efforts to

maximize their use of resources". Study on repeat visitation is

vital for tourism businesses from the economic perspective.

Attracting previous customers is more cost-effective than gaining

new ones (Shoemaker & Lewis, 1999). In tourism, the promotional

costs of attracting repeat visitors are less than first time

visitors (Weaver & Lawton, 2002; Lau & Mckercher, 2004).

Moreover, preserving loyal customers is a crucial contributor to

the profitability of business (Hsu et al., 2008). According to

Mat Som et al. (2011, p.178), "previous studies show 2% increase

in customer retention has the same effects on profits in terms of

cost cutting by 10%".

From Jang and Feng's perspective (2007), repeat visitors are

significant in increasing revenue in tourism destinations and in

saving marketing dollars. In Rwanda, the tourism products are

limited and sometimes visitors revisit intentions are not well

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known. Also, few studies if any have been done to assess factors

influencing repeat visits in Rwanda. Hence, the critical analysis

and in- depth study on the factors influencing repeat visitors

may provide the ground to improve the Rwandan tourism market for

repeat visitors. The purpose of this study is to assess the

tourist destination image and its effects on tourists revisit

intentions in Rwanda, using Kigali as a case study.

1.3 Problem statement

Revisit intention has been highlighted as an important research

topic in competitive market of tourism destinations. Despite the

considerable number of research on repeat visitors, it remains

unclear why people undertake repeat visits and what kind of

characteristics hold repeat visitors. In Rwanda for example, few

studies if any indicate the reasons for repeat visits as well as

factors that could contribute to repeat visits and whether

destination image has any effect on repeat visit intentions.

Therefore the researcher intends to investigate whether tourist

destination image has any effect on tourist revisit intentions.

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1.4 Objectives of the study

1.4.1 General objective

To assess the tourist destination image and its effect on tourist

revisit Intentions in Rwanda

1.4.2 Specific Objectives

1. To find out the visitors view of Kigali as a tourist

destination

2. To find out factors influencing repeat visit intentions of

international visitors

3. To investigate what RDB is currently doing to improve the

destination image of rwanda and to create destination loyalty

among international visitors.

1.5 Significance of the study

To the researcher

By doing this research, the researcher will have a clear

understanding of different factors influencing repeat visits and

also understand how destination managers can endeavor to enhance

destination loyalty to their visitors. Also the research will

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enable the researcher meet the requirements for acquiring a

bachelors degree in travel and tourism management.

To stake holders

The research will help the stakeholders to appreciate the need

for striving at improving the tourist destination image and

maintaining destination loyalty as a move to have a competitive

advantage as well as for profitability purpose

CHAPTER 2

LITERATURE REVIEW

2.0 Introduction

This chapter presents a brief review of literature regarding

tourist destination image and its effect on tourist revisit

intentions in Rwanda using Kigali as a case study. Various

literature on destination image, destination loyalty,

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relationship marketing, factors influencing repeat visits

intentions have been reviewed to gather deeper insights on the

topic.

2.1 Definition of key terms

Tourist destination Image- It’s the aggregate sum of

beliefs, ideas, impressions and expectations that a tourist

has about a tourist destination area

Tourists revisit intentions- this is the willingness that a

visitor/tourist has towards visiting a destination once

again.

Tourists-These are persons who visit a destination and spend

more than 24 hours while spending in that destination and

not earning

2.1 Tourist destination imageTourist destination image (TDI) refers to the perception held by

tourists towards a destination. Perception is defined as the

process by which an individual selects, organizes and interprets

stimuli into a meaningful and coherent picture of the world

(Schiffman & Kanuk 1991). According to Hunt (1975), image is the

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impressions that a person or persons hold about a state

(destination) in which they do not reside. Crompton (1979)

defined TDI as "the aggregate sum of beliefs, ideas, impressions

and expectations that a tourist has about a tourist destination

area". Echtner and Ritchie (1991) believed that TDI was the

perceptions of individual destination attributes and the holistic

impression made by the destination. According to Gallarza, Saura

and Garcia (2002), there are almost as many definitions of image

as scholars devoted to its conceptualization. The most recent

studies ( Beerli & Martin, 2004) tend to consider image as a

concept formed by the consumer's reasoned and emotional

interpretation as the consequence of two closely interrelated

components: perceptive/cognitive evaluations referring to the

individual's own knowledge and beliefs about the object (an

evaluation of the perceived attributes of the object), and

affective appraisals relating to an individual's feelings towards

the object. Their study also suggested that affective image was a

function of cognitive images and travel motivations. Destination

image has received substantial attention by tourism researcher

industry practitioners and destination marketers (Baloglu et al,

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1999), since the successful marketing of a tourist destination

depends

on an effective positioning strategy, developing and assessing

the unique image of a destination is a key element in creation of

the destination positioning process (Echtner et al., 1991).

2.2 Destination Loyalty

Destination loyalty has received considerable attention from

academics and practitioners as an important benchmark for

developing useful business strategy (Shanka et al., 2010).

Scholars have paid attention to the distinctiveness of different

concepts for destination loyalty, the ways of its measurement and

the influence on the ultimate result (Lee et al., 2004).

Understanding the past history of loyalty allows destination

operators to concentrate on factors which leads to visitors'

retention over the time. Reviewing more than 25 emprical studies,

Shanka et al. (2010) found that different authors used more than

30 factors in different research settings as qualifications or

evaluative factors for loyalty. Lee et al. (2004) showed direct

relationship between service quality and satisfaction and

identified satisfaction as precursor of loyalty. In another study10

on Cox's Bazar in Bangladesh, perceived satisfaction was found as

the main antecedent of destination loyalty (Shanka et al., 2010).

In Campo & Yague's study (2008), price was identified as the

antecedent of quality, quality as antecedent of satisfaction, and

satisfaction as the antecedent of loyalty.

Yoon & Uysal (2005) assert that "in an increasingly competitive

marketplace, the success of marketing destinations should be

guided by a thorough analysis of tourist motivation and its

interplay with tourist satisfaction and loyalty" (p.45). In their

model, motivations is divided into push and pull factors. Push

factors are socio-psychological needs which relate to intrinsic

motivators, while pull factors are external forces that relate to

attractiveness and specific features of the destination. Their

results showed that both push and pull factors affect destination

loyalty. They argued that motivation in behavioral researches

need further domains other than examining tourists' wants and

needs.

In Prayag & Ryan' view (2011, p. 3), "it is generally accepted

that pull factors are measured via lists of destination

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attributes that represent place perceptions". Moreover, a

critical relationship between push/pull motivation and

destination loyalty in terms of revisit intention and

recommendation has been underlined by previous studies (e.g.,

Yoon & Uysal, 2005). In reviewing litreatures, "revisit

intention" and "positive word of mouth recommendation" have been

recognized as indicators of loyalty in many studies (Bigne et

al., 2001; Chen & Gursoy, 2001; Niininen et al., 2004; Yoon &

Uysal, 2005; Chi & Qu, 2008).

2. 3 Relationship Marketing

"The globalization of markets, competitive presure, brand

multiplication and, above all, the ever-changing lifestyles and

consumer behavior have forced companies to develop strategies to

keep their clients and create consumer loyalty programmes and

thus carry out relationship marketing" (Flambard-Ruaud, 2005, p.

55). "The definition of marketing has changed from purely

transaction driven to being process driven. The transaction-

focused view of marketing is being challenged because: (i) the

short term focus of many marketing practices has failed to serve

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customers' best interests, and (ii) corporate self-interest has

not been served because attraction is more expensive than

retention" (Nwakanma et al., 2007, p.57).

Marketing is no longer simply about developing, selling, and

delivering product, it is more concerned with the developement

and maintenence of mutually satisfying long-term relationship

with customers (Buttle, 1996). The new definition realizes the

value of lifetime customer and the importance of preventing

customer defection. "In this new perspective, both transactional

and relational qualities are combined and strive to establish,

maintain, and enhance mutually beneficial relationship with

customers so as to satisfy the objectives of all parties"

(Nwakanma et al., 2007, p.57).

Relationship marketing is acknowledged by academics and

practitioners as "a competitive strategy aimed at the creation,

maintenance and developement of sucessful relationship with

customers, and it is currently considered a management approach

to cover all marketing activities and generate important

advantages in its implementation, both in firms and for

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customers" (Casielles et al., 2005, p. 83). In tourism,

"relationship marketing is regarded as an appropriate strategy

and coherent approach to building a continuous relationship among

all key elements (e.g., stakeholders, host community, tourists)

in tourism destination to gain competitive advantages"(Mostafavi

Shiazi & Mat Som, 2010, p.48). "Building a strong customer

relationship offers a significant competitive advantage due to

difficulty of direct limitation by competitors" (Sherrell & Beju,

2007, p. 4).

Fally et al. (2003) mention that "with increasing global

competition owing to newly-emerging destinations, tourists

becoming more exacting in their choice and desire for a variety

of options; relationship marketing arguably offers considerable

potential to achieve advantage" (p. 645). It is important to note

that the primary goal of relationship marketing is loyalty and

sometimes even equated with relationship marketing concept itself

(Boonajesevee, 2005). Significantly, the benefits of relationship

marketing in competitive market are recognized as: gaining

competitive advantages, preparing long-term profitability,

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reducing market research, and creating loyal customers (Lovelock

et al., 1996). It is important to note that relationship

marketing is considered as a competitive strategy aimed at

creating long term relationship and improving corporate

performance through customer loyalty (Mostafavi Shirazi & Mat

Som, 2011). In competitive market of tourism destination, the

focal point of relationship marketing that has been highlighted

is creating loyal visitors for future action intention (ibid).

2.4 Factors influencing repeat visits intention

From consumption process's perspective, tourists' behavior is

divided into three stages including: pre-visitation, during

visitation, and post visitation (Rayan, 2002; William & Buswell,

2003). Chen & Tsai (2007) stated that tourists' behaviors include

choice of destination to visit, subsequent evaluations, and

future behavioral intentions. The subsequent evaluations are the

travel experience or perceived value and overall visitors'

satisfaction, whereas the future behavioral intentions refer to

the visitor's judgment about the likeliness to revisit the same

destination and willingness to recommend it to others.

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Several studies identified satisfaction with travel experience as

the major antecedent of revisit intention (Oppermann, 2000; Baker

& Crompton, 2000; Petrik et al., 2001; Kozak, 2001; Jang & Feng,

2007; Alexandris et al., 2006; Chi & Qu, 2008), and positive

satisfaction has a positive influence on tourists' repurchase

intention (Gotlieb et al., 1994). In contrast, Um et al. (2006)

found that satisfaction was insignificant in affecting revisit

intention to Hong Kong for European and North American tourists.

Beigne et al. (2009) argued that in competitive market even

satisfied customer may switch to rival because of the

opportunities to achieve better results. In another view, Cronin

et al. (2000) state that perceived value may be a better

predictor of repurchase intention than either satisfaction or

quality.

Zabkar et al. (2010) explored complex relationship between main

constructs and behavioral intentions. Based on their model,

destination attributes affect perceived quality which then

affects satisfaction, the latter lead to revisit intention. From

Jang & Feng's perspective (2007), novelty seeking is highlighted

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as an antecedent of revisit intention. They examined the effects

of tourists' novelty-seeking and destination satisfaction on

revisit intentions in short-term, mid-term, and long-term. They

found that satisfaction influence tourists' intention for revisit

in short-term, while novelty-seeking influence tourists'

intention for revisit in mid-term, and long term. Petrik (2002)

suggested that "novelty seeking" play an important role in

tourists' decision making process. Pearson (1970) described

novelty seeking as the level of contrast between current

perception and past experience. In tourism, novelty seeking is

also investigated as an enhancer for tourist's satisfaction

(Crotts, 1993).

Mostafavi Shirazi & Mat Som (2010) examined the effect of

destination attributes on revisit intention in Penang. They found

repeat visitation as an indicator of loyalty in tourist

destination that is strongly affected by destination attributes.

In their study, diversification of attractions has been found as

one of the necessary conditions for explaining repeat visitations

(ibid). Many studies have pointed out the relationship between

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image and destination loyalty (Rittchainuwat et al., 2001; Ross

1993; Tasci & Gartner, 2007; Wang et al., 2011). In this sense,

Chi & Qu (2008) underlined 'destination image' as an antecedent

of destination loyalty.

It is generally accepted that destination image has influenced

tourist behaviors (Lee et al., 2005; Bigne et al., 2001). In many

studies, destination image is distinguished as a destination

attribute and is considered as an effective tool to attract

tourists (Kneesel et al., 2010). Bigne et al. (2001) and Lee et

al. (2005) have emphasized that destination image plays two

crucial roles in behaviors: first, influence the destination

choice decision-making process, and second, influence conditions

after decision-making behaviors (intention to revisit and

willingness to recommend).

Acorrding to Lee et al. (2005), individual with a more favorable

destination image perceived higher on site experience, that led

to higher satisfaction and the more positive behavioral

intentions. Chen & Tsai (2007) tested the relationship between

destination image, evaluative factors (e.g., trip quality,

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perceived value, satisfaction) and behavioral intentions. They

found that destination image and satisfaction were two important

variables that influenced visitors' behavioral intention. Thier

study revealed that destination image influenced behavioral

intentions directly and indirectly.

2.5 Recommendation to Others

Shanka et al. (2002) confirm the positive effect of word of mouth

information for destination selection. Recommendation to other

people is one of the most often sought types of information for

people interested in traveling" (Chi & Qu, 2008, p. 625). Word of

mouth recommendations are especially critical in tourism

marketing because they are considered to be the most reliable,

and thus are one of the most sought-after information sources for

potential tourists (Yoon & Uysal, 2005). Similarly, Wong & Kwong

(2004) mentioned that repeated visitors increase word-of-mouth

and such recommendation effects on potential visitors. Notably,

Hui et al. (2007) argue that tourists who were satisfied from the

whole trip were likely to recommend the destination to others

rather than to revisit it in the future. Although a number of

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studies have been conducted to identify antecedents of

destination loyalty (revisit intention and recommendation), there

is no general agreement among scholars regarding the antecedents

of revisit intention.

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CHAPTER 3

RESEARCH METHODOLOGY

3.0 Introduction This chapter relates techniques and methods to be used while

collecting the data and how the research was conducted in

general. It includes important points like, research design,

population and selection of sample. It includes the methods that

were used in data collection, analysis and interpretation as well

as the problem to be encountered by the researcher during the

study of the topic.

3.1 Research Design(Kothari 1990), defines research design as conceptual structures

within which research is conducted; it constitutes the points for

the collection, measuring and analysis of data. Decision

regarding what data is required to answer, from whom the data is

obtained and exactly what is the best way to gather the data,

where the study is carried, when the study was taken, by what

means concerning an inquiry or research study constitutes design.

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The research design used was descriptive in nature utilizing both

quantitative and qualitative techniques.

3.2 Population and sample selection

3.2.1 PopulationPopulation can be defined as the totality of persons and objects

with which the study concerned is carried out. Grinnell (1990)

and Christensen (1990) assert that the population refers to all

the events, things and individuals that are the objects of the

investigation.

The population involved 15 RDB staff in product and marketing

department as well as 70 international visitors to Rwanda daily.

3.2.2 Sample size and sampling procedureDue to inadequate resources, it was not be possible to

investigate the whole population; the researcher therefore

selected a sample that she deemed reasonable for the research.

Number of respondents were selected according to the sample

sizes (n) required for the given population sizes (N) calculated

according to the following Slovin’s formula:

n= N1+N∝2

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Where:

n= Sample size

N=Size of the Population

: Level of significance or reliability level (usually equal to

0.05)

1. Random sampling technique:

Random sampling is a technique in which every member of the

sample has an equal chance of being selected. Random sampling is

usually carried out when the area under study is fairly uniform,

very large, and or there is limited time available. Random

sampling technique was used in selecting 60 international

visitors at Kanombe international airport.

2. Purposive sampling technique

This is a sampling technique where the samples is selected

according to the researchers’ interests and therefore does not

give all the individuals in the population equal chances of being

selected. Purposive sampling was used to select 12 RDB staff from

marketing department as well as product development department.

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3.3 InstrumentationThese are the tools that the researcher used to collect the

necessary information for the study. These included

Questionnaires, pens and notebooks.

3.4 Data collection methodsFor the researcher to obtain quantitative and qualitative data,

both primary and secondary sources of data were used.

3.4.1Primary DataPrimary data are defined as those which are collected for the

first time from the field and thus happen to be original in

character (Kothari 1999). To collect these data the researcher

used questionnaires, interview and observation.

1. Questionnaires

The term questionnaire used as a general term that includes all

techniques of data collection in which each person is asked to

respond to the same set of questions in a predetermined order.

A self-administered survey questionnaire was developed to

identify factors influencing repeat visitation to Kigali city.

The target population of this study was international tourists.

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The survey instruments were mainly aimed at identifying the

underlying dimensions of visitors' revisit intention. Random

sampling method was employed to collect data at terminals of

Kigali international airport. The researcher distributed 60

questionnaires to the international visitors.

3.4.2 Secondary DataSecondary data is all that information collected from other

people’s report. (Kothari 1999). Secondary data was collected

through the consultation of existing literature concerning the

research topic. The researcher used different books, annual

reports, and internet in order to obtain information needed for

the study.

3.5. Data analysis

The collected data was entered in a spreadsheet in SPSS for

easier analysis and after tables were computed showing

frequencies and percentages. Finally, descriptive statistics were

used to compute the frequencies and percentages of tourists'

perceptions on destination loyalty items.

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3.6 Data PresentationAnalyzed data was then presented by use of tables for easier

interpretation and quick understanding by the researcher and

other readers.

3. 7 Limitations of the study

Time constraint-made the researcher not to gather as much

information as expected.

Limited funds-also limited the extent to which the

researcher carried out the research.

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CHAPTER 4

DATA ANALYSIS, PRESSENTATION AND INTERPRETATION

4.0 IntroductionThis chapter illustrates the data analysis, presentation and

interpretation

for easier

understanding

of the readers.

4.1 Questionnaire responses

Table 1 Is it first time to visit Rwanda

Source: Field survey 2013

From all the international visitors questioned, Majority (60%)

were repeat visitors while 40% was their first visit to Rwanda.

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Frequency Percent (%)

Yes24

40.0

No36

60.0

Total 60 100.0

This is an indication that most visitors appreciate Rwanda as a

tourist destination.

Table 2 How did you learn about Rwanda

Source: Field survey 2013

Most of the international visitors questioned (66.7%) had learnt

about Rwanda from friends while only (33.3%) had learnt about

Rwanda from internet. This is an indication that word of mouth

was more efficient in marketing of Kigali as a tourist

destination. However still, alot need to be done to utilize the

internet as a marketing tool of Rwanda and Kigali as tourist

destination.28

Frequency Percent (%)

from friends

40 66.7

from internet

20 33.3

Total 60 100.0

Table 3 What is your motivation to visit Rwanda

Frequency Percent (%)Valid Relaxation &

recreation 30 50.0

Enhance social relationships 12 20.0

Fulfillling prestige 10 16.7

Escaping from daily routine 8 13.3

Total 60 100.0 Source: Field survey 2013

When international visitors were asked of their motivation to

visit Rwanda, Majority (50%) cited relaxation and recreation as a

key motivating factor, followed by 12% who cited to enhance

social relationships and 10% and 8% who cited fulfilling prestige

and escaping from daily routine respectively. This is an

indication that majority of the visitors to Kigali are leisure

tourists and thus there is need to attract other types of

visitors like business visitors.

Table 4 Attributes that make Kigali key tourist destination

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Frequency Percent (%)Modern environment 4 6.7Heightened security 26 43.3

Beautiful natural sceneries 30 50.0

Total 60 100.0 Source: Field survey 2013

Among the key attributes that made international visitors choose

Kigali as a tourist destination was because of beautiful

sceneries (50%), heightened security (43.3%), and only 6.7% said

it was because of modern environment. This is an indication that

beautiful sceneries and security are the key aspects that

visitors look out for in a destination. Therefore the government

and RDB should endeavor to strengthen those key attributes noted.

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Table 5 Factors influencing tourist revisit intentions to Rwanda

Frequency Percent (%)Friendliness of local people and Security

24 40.0

Local culture and foods 17 28.3

Good value for money 19 31.7

Total 62 100.0 Source: Field survey 2013

When asked about the main factors influencing the international

tourists revisit intentions were friendliness of local people and

security (40%), good value for money (31.7%) and local culture

and foods (28.3%). This is an indication that destination image

factors such as local cultures, hospitality as well as good value

for money play a key role in influencing repeat visits by

tourists.

Table 6 whether visitors would recommend Kigali as a holiday

destination to friends

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Source: Field survey 2013

When the tourists were asked whether they could recommend Kigali

as a holiday destination to friends, all respondents unanimously

said yes. This was a clear indication that Kigali as a

destination has a good image among international visitors.

4.2 Interview responses from RDBWhat is RDB doing to improve destination image and create destination loyalty of Rwanda-Kigali as a tourist destination

When asked what RDB is doing to improve Rwanda and Kigali as a

tourist destination and to enhance destination loyalty among

tourists, the officials said that they were engaging in vigorous

marketing of Rwanda as a peaceful and most secure destination to

the world at large through internet as well as through

interactive audiovisual discs of the main attractions.

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FrequencyPercent(%)

Yes 60 100.0 NoTotal

060

0100.0

Also, they said that they were encouraging relationship marketing

with main stakeholders in the industry to encourage positive word

of mouth marketing by visitors upon their return.

RDB also was keen on encouraging uniformity in service provision

by stakeholders in the industry through continuous assessment and

grading of service providers in Rwanda.

Also, Rwanda was keen in developing MICE infrastructures in order

to encourage business tourists to Rwanda and boost Rwanda and

specifically Kigali as a business center worldwide.

What challenges do you face as you enhance Kigali as a top tourist destination in East africa?

In spite of the above efforts to improve Kigali as a tourist

destination, there are challenges reported by those interviewed

such as some stakeholders being slow to implement recommendations

from RDB officials. Some of the officials said, ‘we do so many

recommendations to the stakeholders but unfortunately some are

not keen to respond to our recommendations’ .

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CHAPTER 5

SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.0 IntroductionThis chapter presents the summary of the findings of this study

as well as conclusion made from the findings and the

recommendations made.

5.1 Summary of the findingsThis paper has investigated and presented the influential factors

of repeat visitors in Rwanda. The empirical results of this study

highlight the key factors influencing repeat visitors to return

to Rwanda. It provides the ground to understand what motivates

repeat visitors regarding revisit intention. Destination

attributes that reflect Kigali as a tourist destination were

examined. In this sense, modern environment, heightened security

and natural sceneries were underlined as the main factors to

revisit Kigali. "Destination image" was the most important factor

for repeat visitors of Kigali. In other words, it seems

friendliness of local people, ability to communicate with local

community, local foods as well as good value for money

34

(destination image) are the main destination attributes that

manifest Kigali’s image as a tourist destination.

In terms of destination loyalty, this study reveals that repeat

visitors intend to revisit as well as recommend Kigali as a

holiday destination in future. Previous research has shown that

tourists positive experience of service products and other

resources provided by tourism destination could produce repeat

visits as well as positive word of mouth effects to friends

and/or relatives (Chi & Qu, 2008, p. 625).

With regards to repeat visitors' motives to Kigali, relaxation &

recreation, enhance relation, enhance social, fullfiling

prestige, and escaping from the daily routine were identified as

imperative factors for revisit intention. Relaxation & recreation

(to relax physically, to relax spiritually, to participate in new

activities, to find thrills and excitement, to sightsee touristic

spots and to appreciate natural resources) were found as

significant motives for repeat visitors.

35

5.2 ConclusionGenerally, Majority of the visitors view Kigali as rich with

resources and attractions in terms of nature, culture, adventure

and beautiful sceneries and views that provide destination for

relaxation and recreation.

Also, the major factor influencing repeat visit intentions

include friendliness of local people, good value for money and

local culture and foods.

Again, heightened security compared to other east African

countries was raised as a key influencing factor putting Kigali

as a tourist destination.

On the main motivators to visit Kigali, relaxation and recreation

purposes, enhancing social relationships were noted to be among

the top motivators among international visitors.

5.3 Recommendation

Destination managers should improve destination image of

Kigali which affect repeat visitors' loyalty. Chen and Tsai

(2007) pointed that "endeavors to build or improve the image

of a destination facilitate loyal visitors revisiting or

36

recommending behaviors..." (p.1121). For this reason,

appropriate marketing strategies should be intensified to

further develop this market segment.

Destination managers should consider destination attributes

that suggest Kigali as a repeat tourism destination to

enhance destination loyalty and achieve competitive

advantages.

5.4 Suggestions for further research As this study only focused on international repeat visitors,

it is suggested that future research examine domestic repeat

visitors specific local destinations to identify factors

that influence their revisit intention.

37

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