Destination Brand Visibility and Tourist Intention to Visit: The Mediating Role of Destination Image in Nigeria (Published)
This study examines the relationship between destination brand visibility and tourist intention to visit Nigeria, with a particular focus on the mediating role of destination image. Against the backdrop of increasing global competition among tourism destinations, the study seeks to provide empirical insights into how visibility-driven branding efforts influence tourists’ perceptions and behavioural intentions within an emerging tourism context. Drawing on the Stimulus–Organism–Response (S–O–R) framework, Destination Image Formation Theory, Brand Equity Theory, and the Theory of Planned Behaviour (TPB), the study develops and tests a conceptual model linking destination brand visibility, destination image, and tourist intention to visit. A quantitative research approach was adopted using a cross-sectional survey design. Data were collected from 398 valid respondents who were aware of Nigeria as a tourism destination, and the analysis was conducted using Structural Equation Modelling (SEM). The results reveal that destination brand visibility has a significant positive effect on both destination image and tourist intention to visit. Destination image was also found to significantly influence tourist intention, confirming its central role in tourism decision-making. Furthermore, mediation analysis indicates that destination image partially mediates the relationship between destination brand visibility and tourist intention, suggesting that the impact of visibility is largely transmitted through tourists’ cognitive and affective evaluations. The findings contribute to tourism literature by extending the destination branding framework to include visibility as a key antecedent and by validating the mediating role of destination image in an African context. Practically, the study highlights the importance of enhancing digital visibility while simultaneously managing destination image to improve tourists’ perceptions and increase visitation intentions. The study concludes that for Nigeria to strengthen its position in the global tourism market, a strategic alignment of visibility and perception management is essential.
Keywords: Nigeria, destination brand visibility, destination image, structural equation modelling, tourism marketing, tourist intention to visit