The Effect of the Event image on Destination Visit Intention to New Alamein as an Emerging Destination: A moderated mediation model

Events have become increasingly important in building a positive destination image. In addition, destinations and events are in a relationship concerning image issues, especially for emerging destinations. So that, event image could be also utilized to predict potential tourists’ perception of a destination with regard to trust in tourist destinations. The objective of the current study is to analyze the concept of event image and its effect on destination visit intention to New Alamein as an emerging destination through interaction between quality of life and tourist trust. The quantitative approach was used, so a questionnaire was the best tool for collecting data. Hypotheses were verified with SEM using Amos v.26. Based on the analysis of 384 questionnaires, it is concluded that the event image of Almain festival affects the visit intention for New Alamein as an emerging destination. The results also indicated that quality of life moderates the mediating role of tourist trust in enhancing the potential tourists’ intentions to visit New El Alamein. The study concluded that the event should be repeated and activities should be diversified, especially those related to culture and heritage of the city in particular and Matrouh governorate in general. In addition, the study adds to the literature of event image.