The role of destination image in domestic tourism development: Evidence from Mandalay City, Myanmar

This study examined the role of destination image in determining the satisfaction of domestic travelers in Mandalay City. Two objectives guided this study. The primary objective was to assess domestic travelers’ perceptions of the destination image of Mandalay City. The second objective was to analyze the effect of destination image on the satisfaction of domestic travelers in Mandalay City. In this study, destination image was measured by four dimensions: namely, natural environment, cultural environment, social environment, and infrastructure. To attain these objectives, both primary and secondary data were utilized, and the data were gathered from travelers who have visited Mandalay City in the last two years. Convenience sampling was used to collect data for the application from a total of 385 travelers. The findings of this study showed that most domestic travelers’ perception of Mandalay City is based on its cultural environment. In addition, two dimensions of destination image – namely, cultural environment and infrastructure – have significant positive effects on domestic travelers’ satisfaction, highlighting their critical roles in shaping travelers’ experiences. Specifically, the cultural richness and well-preserved heritage of Mandalay, along with its developing infrastructure, are key factors that enhance traveler satisfaction. This study contributes to the understanding of destination image dynamics in emerging tourism markets and provides practical insights for policymakers, tourism planners, and local businesses to improve destination attractiveness and traveler experiences in Mandalay.