The Mediating Role of Destination Image in the Relationship Between Event Image and Tourists' Behavioural Intentions Towards the Destination: The Case of Music Festivals in Morocco

Abstract

The purpose of this paper is to provide a theoretical understanding and empirical examination of the mediating role of destination image in the relationship between event image and tourists' behavioural intentions towards the destination. A conceptual model was developed based on an extensive literature review. The survey was conducted among 514 tourists who attended music festivals in Morocco and structural equation modelling based on the PLS method was used to validate the research model. The results show that the image of the event has a direct and positive impact on the image of the destination, providing empirical support for the theory of image transfer. Destination image is a significant predictor of behavioural intention, and destination image mediates between event image and behavioural intention towards the host city. These results can help destination marketers to make more proactive use of events in destination management. The study developed a distinct model and focused on music festivals, which is new because most of the other studies on the subject have concentrated on a single event, usually a sporting event.

Keywords

• event image
• destination image
• image transfer
• behavioral intention
• tourism