DESTINATION IMAGE AND VISIT INTENTION: EXAMINING THE MODERATING ROLE OF MOTIVATION

被引:41
|
作者
Phillips, Woomi [1 ]
Jang, Soocheong [2 ]
机构
[1] Kansas State Univ, Dept Hotel Restaurant Inst Management & Dietet, 118A Justin Hall, Manhattan, KS 66506 USA
[2] Purdue Univ, Dept Hospitality & Tourism Management, W Lafayette, IN 47907 USA
来源
TOURISM ANALYSIS | 2007年 / 12卷 / 04期
关键词
Destination image; Motivation; Visit intention; Hierarchical regression;
D O I
10.3727/108354207782212387
中图分类号
F [经济];
学科分类号
02 ;
摘要
Destination image for a specific destination and travel motivation provide important information for understanding tourist behaviors and behavioral intentions. This study examined the influences of cognitive and affective destination images on tourist visit intention. It also attempted to identify the moderating role of tourist motivation within the image and intention context, investigating whether the extent of the image effects on visit intention varies depending on the level of tourist motivation. To achieve the objectives, this study used hierarchical regressions. The results confirmed that both cognitive and affective destination images have significant influence on tourist visit intention. The findings also indicated that tourist motivation plays as a partial moderator only on the relationship between affective image (arousing) and visit intention, whereas motivation has no moderating role in the relationship between cognitive image and visit intention.
引用
收藏
页码:319 / 326
页数:8
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