L’impact de l’image de la destination sur le comportement des touristes à l’ère digitale, étude de cas de la wilaya d’Oran

Abstract

The present study seeks to examine the impact of the brand image of Oran as a tourist destination on visitor behaviour in the digital era, drawing upon its fundamental components, namely infrastructure, transportation, value for money, cleanliness, climate, leisure activities, gastronomy, safety, atmosphere, hospitality, and cultural identity. To this end, a descriptive and analytical approach was adopted, based on the administration of a questionnaire to a sample of 150 respondents, of whom 131 responses proved usable and were retained for analysis. The statistical processing of the data was carried out using SPSS software (version 25), employing such tools as Pearson's correlation coefficients, analysis of variance (ANOVA), and simple linear regression. The findings obtained make it possible to validate the initial hypothesis and highlight the existence of a positive and statistically significant relationship between the brand image of the Oranian destination and visitor behaviour, as well as with their intention to visit and their propensity to recommend the destination.