Destination Marketing and Visitor Experiences: The Development of a Conceptual Framework

Yang Yang Jiang, Haywantee Ramkissoon, Felix Mavondo

Research output: Journal PublicationArticlepeer-review

56 Citations (Scopus)


When confronted with increasingly experienced, demanding, and sophisticated visitors, destination marketers may find it problematic to succeed in destination marketing. This article attempts to address this challenge through the exploration of the relationship between destination image and two critical indicators of successful destination marketing: visitor delight and place attachment. It integratesdisparate themes in destination marketing and recognizes the relationshipsbetween marketing stimuli, customer experiences, and marketing outcomes. A comprehensive and coherent theoretical model is established to explain the complexities involved in the formation of important destination marketing outcomes. This article critically examines fun and customer orientation as two key concepts of visitor experiences and proposes them as principal mechanisms that mediate the relationship between destination image and visitor responses (visitor delight and place attachment). The article’s theoretical contributions, limitations, and practical implications for tourism authorities and destination marketers are discussed.

Original languageEnglish
Pages (from-to)653-675
Number of pages23
JournalJournal of Hospitality Marketing and Management
Issue number6
Publication statusPublished - 17 Aug 2016
Externally publishedYes


  • customer orientation
  • destination image
  • fun
  • mediation effect
  • place attachment
  • visitor delight

ASJC Scopus subject areas

  • Management Information Systems
  • Tourism, Leisure and Hospitality Management
  • Marketing


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