Destination image is a major topic in the
tourism industry to any destination. It can influence
the tourist decision-making process and
sales of tourist products and services (Jenkins,
1999). Examining travelers’ perceptions of a
destination image can help in identifying the
factors contributing to the success of a marketing
strategy of a particular destination, consequently
allowing the destination to improve its
product image in the target market (Ibrahim &
Gill, 2005). Developing and maintaining a positive
image in the traveler’s mind is also critical
because a negative or a positive destination
image could make a difference between success