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Introduction
It is widely accepted by marketing researchers and practitioners that images of a vacation destination play an important role in travel decision-making (Kim et al., 2012; Byon and Zhang, 2010). Considering the results of studies to date, it was noted that most studies have focused on the image attributes of a destination, but they have not addressed the characteristics of destination images that affect decisions to visit particular places (Jalilvand et al., 2012; Phau et al., 2010; Prayag and Ryan, 2012; Jenkins, 1999). This paper expands on a study by Tapachai and Waryszak (2000), investigating the relationships between consumption values, perceived beneficial image and destination choice intention of young Australians tourists who have never been to Mauritius. This study aims at utilizing consumption values theory as an alternative framework to understand what destination attributes tourists value most. It is important to understand the effects of consumption values on perceived destination image, as it shapes the image and expectations of a tourist destination, in this case the small island resort of Mauritius Lin and Huang, 2012; Perunjodi and Prabha, 2012; Prayag and Ryan, 2012). In turn, it will impact on a tourist’s intention to visit (Govers et al., 2007; Perunjodi and Prabha, 2012; Prayag and Ryan, 2012; Tapachai and Waryszak, 2000).
Being one of the most lucrative industries, tourism has brought upon many countries an upsurge of foreign exchange earnings and job creation. It was revealed by the World Travel and Tourism Council’s (2011) latest economic impact report that tourism’s direct contribution to global GDP increased by 3.3 per cent in 2010 to US$1,770 billion. It was also anticipated that there would be a further rise by 4.5 per cent to US$1,850 billion in 2011, with the creation of another 3 million direct industry jobs (Ekanayake and Long, 2012). As such, understanding the decision-making process of tourists is of great concern and interest to marketers, especially when the tourism industry is becoming increasingly competitive (Currie and Wesley, 2008). The need for tourist destinations to create a distinctive image to differentiate themselves from their competitors is more critical than ever before. This attributes to the growth of research in the concept of destination image, as it has profound effects on tourists’ perceptions...