Exploring the dialogic communication potential of selected African destinations' place websites

As websites have become increasingly popular as a source of information for customers, place websites can play a critical role in the choices potential visitors/tourists make about destinations. This study aims at understanding how the dialogic communication potential of four African destinations' place websites relates to destination image from the perspective of potential visitors/tourists. The study employed a quantitative research approach for data collection and analyses. Specifically, data was analysed using the structural equation modelling approach. The dialogic communication principles of a website serve as an antecedent to forming customer perceptions about a destination. The destination image impression of a country positively relates to visiting intentions; an indication that perceived destination image is another antecedent of visiting intentions. Place websites have surprisingly not adequately featured in academic and practitioner interrogation with respect to brand marketing and communications and this paper is one of the attempts to address this research lacuna. Significant implications for researchers and managers promoting destinations have been highlighted.