The role of destination personality in predicting tourist behaviour: implications for branding mid-sized urban destinations

The purpose of this study was to explore urban tourists' perceptions of the personality of a mid-sized city destination in Greece and to assess the effect of destination personality on the city's overall image and tourists' behavioural intentions. Experience with the destination was taken into account as the sample consisted of three distinct groups of urban tourists: local residents, past visitors of the city and non-visitors. Through a mixed-methods approach, excitement and sincerity were found to be the predominant personality characteristics of the destination across all respondents. Further analyses offered support for the significant role of personality in influencing overall destination image and predicting tourists' intention to (re)visit the city or recommend it to others. Differences among the three groups as well as implications of the findings for branding small or mid-sized urban destinations are also discussed.     

Towards a new approach of destination loyalty drivers: satisfaction,visit intensity and tourist motivations

This study explores the linear and non-linear effects of previous experiences in a tourist destination (satisfaction and visit intensity) on the intention to return and to make a positive recommendation to others. We also consider the external drivers or the appeal of the destination as well as individuals' internal drivers as moderating factors in intensity–loyalty and satisfaction–loyalty relations. The analysis conducted on a sample of 687 tourists in a UNESCO World Heritage Site in Spain supports a non-linear effect of satisfaction on the intention to return. Moreover, time intense and expenditure intense visits positively impact the intention to return when the motivation for the trip is internal, yet have a negative effect if tourist motives are external.     

Investigating the moderating effect of information sources on cruise tourist behaviour in a port of call

The aim of the study is to examine how destination knowledge acquired by cruisers through different information sources (online versus others) can moderate destination image formation and the relationship of image–satisfaction–behavioural intentions in a port of call. A multiple group analysis with partial least square method was carried out using data collected from a major tourism destination in Spain: Valencia. The findings revealed knowledge acquired through different information sources is a moderator of the image–satisfaction and satisfaction–behavioural intention relationships. The destination image formation is also significantly different from one group to the other. The findings of this study have a number of practical implications.     

Destination image,on-site experience and behavioural intentions: path analytic validation of a marketing model on domestic tourists

Despite its contribution to the national economy, domestic tourism is one of the most neglected and under-researched forms of tourism in the literature. This study tested an integrated path model examining the interrelationships between destination image, perceived quality, satisfaction and behavioural intentions, using domestic tourists who visited Eilat, Israel. The findings support the hierarchical relationships between image, quality, satisfaction and behavioural intentions. In addition, the affective image component was found to exert a far greater impact on the overall destination image than the cognitive component. The study establishes a better understanding of domestic tourists’ destination image and behavioural intention formulation. It also provides a number of implications for destination managers targeting the voluminous domestic segment.     

The experience of flying with Hello Kitty Livery Featured Theme Jet: moderating effects of destination image

One main purpose of adopting a celebrity-themed aircraft campaign is to differentiate an airline from its competitors through delivering and/or reforming consumers' flying experience. This practice has become a popular tactic of airlines' experiential marketing efforts. Based on the data collected from Taiwan, this study investigates the influences of five antecedents – customer return on investment (CROI), playfulness, aesthetics, service excellence, and destination image – on purchase intention. The results reveal significant positive relationships among all five antecedents and purchase intention. Meanwhile, destination image moderates the relationships between CROI, and service excellence and intention. Furthermore, this study proposed a more integrated strategic experiential modules with the combination of destination image.     

The effects of perceived authenticity,information search behaviour,motivation and destination imagery on cultural behavioural intentions of tourists

This study tested a structural model which investigates the effects of perceived authenticity, motivation, information search behaviour and destination imagery on tourists' behavioural intentions to consume cultural attractions. Data were collected at selected cultural and natural heritage sites in the island of Mauritius (N?=?600). The sample was split into two data sets. Structural equation modelling and hierarchical multiple regression were employed to test the hypothesised relationships. Findings revealed a significant positive relationship between perceived authenticity and cultural behavioural intentions of tourists. Destination imagery had an influence on tourists' cultural intentions. Information search behaviour was found to exert a negative influence on tourists' cultural intentions while motivation did not have any influence on the latter. Perceived authenticity was seen to exert a moderating effect on the respective relationships between motivation, information search behaviour, destination imagery and cultural behavioural intentions of tourists. The theoretical and managerial implications of the study are discussed.     

Critical issues in health and wellness tourism: an exploratory study of visitors to wellness centres on Gran Canaria

The growing commodification of health care and therapeutic landscape, as well as the recent growth in international demand for wellness services and treatments, has led to the proliferation of destinations and enterprises that have selected health and wellness tourism as part of their corporate strategy, including coastal tourism destinations such as the Spanish island of Gran Canaria. This study discusses the commodification of health care and landscape, the relationship between everyday life and going on holiday, as well as the motives for medical and wellness tourism. Wellness tourism development on Gran Canaria is also analysed as a case study that could prove useful for those working on diversification within coastal tourism. An exploratory study of European visitors to wellness centres on the island is also presented. Major findings and contributions relate to socio-demographic characteristics, motives for the visit to the island, the importance of the wellness offer, tourist and travel behaviour and wellness behaviour both at the destination and at the place of residence. Another contribution refers to differences in the use of wellness centres and treatments among visitors, based on their place of origin, gender, age, marital status and job situation. Management and marketing implications are also suggested.     

Testing the impact of a promotional video on destination image change: application of China as a tourism destination

This study empirically examines the potential effects of a promotional video on the image change of China as a travel destination. The analysis is based on an experimental study conducted among young, international short‐term employees in the USA. Despite positive changes in almost all the destination attributes as a result of watching the promotional video, the structure of the image constructs remains fairly stable, providing critical insights on the potential role of publicity campaigns in affecting destination images. Results of the study reveal that China's image consists of mixed and often contrasting representations, especially the polarity of modernisation and progress versus nature and history. It was found that the dominant factor affecting the respondents' behavioural intentions was the cultural and nature tourism dimension. Although other image dimensions exhibit influence as well, findings of this study suggest that perceived value should be a strategic focus in promoting China as a desirable travel destination, in addition to culture and nature tourism. This paper ends with conclusions and implications for both research on destination image and destination marketing in China. Copyright © 2009 John Wiley & Sons, Ltd.     

Predicting tourists' behavioural intentions at the destination level

Using structural equation modelling, the formative model was tested on a sample of 703 tourists who visited six coastal destinations in Montenegro. It relies on the complex relationships between five constructs – perceived quality of a destination's offerings, tourist satisfaction, perceived equity, perceived benefits and behavioural intentions – simultaneously incorporating the emotional and rational self-regulatory mechanisms. The empirical results supported the hypothesised relationships. The group of eight tourist destination attributes affects perceived quality of a destination's offerings that positively and directly relate to perceived benefits, behavioural intentions and tourist satisfaction, whereas satisfaction is also determined by equity perceptions. Additionally, perceived quality of a destination's offerings also relates indirectly to tourist behavioural intentions, through perceived benefits and tourist satisfaction, while satisfaction also mediates the interaction between perceived equity and tourist intended behaviour. These research results contribute to a deeper understanding of which behavioural processes, and with what strength, lead to the increase in tourist loyalty at the destination level, and ultimately provide better insights into the predictors of behavioural intentions.     

Role of components of destination competitiveness in the relationship between customer-based brand equity and destination loyalty

Previous research suggests that an increase in customer-based brand equity (CBBE) can lead to greater competitiveness of the brand by influencing consumer behaviour through the greater possibility of brand selection, increased brand loyalty, reduced price sensitivity, and a willingness to pay more for the brand. However, there are also studies that suggest that certain destination competitiveness attributes can be the antecedents of a destination's CBBE. This study argues that the construct of destination competitiveness can be classified into the components of: (1) “functional attributes” being the antecedent of CBBE and (2) “abstract attributes” that are actually influenced by CBBE. A Delphi survey was conducted to assist in the classification of competitiveness attributes into the component of either functional or abstract attributes. Subsequent tests using structural equation modeling and bootstrapping confirm the mediating effect of CBBE in the relationship between the functional and abstract attributes, and its indirect effect on destination loyalty.     

Evaluating the effectiveness of destination marketing organisations' websites: evidence from China

Despite the extensive use of the Internet as a marketing tool by Chinese destination marketing organisations (DMOs), few studies have been conducted to measure the effectiveness of Chinese DMOs' websites. This study attempted to fill the gap by constructing a conceptual website evaluation model consisting of five dimensions of information, communication, transaction, relationship and technical merit. The proposed framework was tested to evaluate the effectiveness of each of the dimensions of 31 Chinese Provincial Tourism Administrations' (PTAs) websites. The results indicated that overall, the PTAs in China were not using their websites effectively. Among the five dimensions, transaction and relationship dimensions were the weakest areas of Chinese PTAs' websites. Great variation exists in the website effectiveness among different provinces. Suggestions and implications were provided and discussed. Copyright © 2010 John Wiley & Sons, Ltd.     

Film tourism: celebrity involvement,celebrity worship and destination image

Film tourism is a growing phenomenon worldwide. Previous studies have attempted to examine the relationship between celebrity involvement and destination image in film tourism, though the mechanism underlying this relationship remains a black box. The purpose of this research is to examine the relationship between celebrity involvement and destination image, and to clarify the role of celebrity worship for film tourists. A quantitative method is adopted to examine the hypotheses, and by applying multiple regression analysis. Questionnaire data from 390 Taiwanese purposeful film tourists indicate that celebrity involvement is positively related to destination image. Furthermore, celebrity worship mediates the relationship between celebrity involvement and destination image. The findings contribute to understanding this specific type of film tourist, and especially the role of celebrity in their image, motivations and decision. Research implications suggest that celebrity and film can be an effective promotional tool to induce these specific film tourists.     

An integrative model of destination brand equity and tourist satisfaction

This paper develops an integrative model that includes the dimensions of destination brand equity (i.e. awareness, image, quality and loyalty), as well as a key behavioural variable that is tourist satisfaction. In particular, our paper aims to contribute to the literature: (1) by examining the relationships between the dimensions of destination brand equity, which is not a deeply investigated issue so far; and (2) by adding tourist satisfaction, a key concept in loyalty formation, to the variables usually considered in destination brand equity models. The model was tested in two samples, national and international tourists visiting a destination in Spain, in order to also explore the role of the geographical and cultural distance between tourist and destination. Our results from a multi-group analysis indicate: (1) a robust link between “quality-satisfaction-loyalty” in both samples of tourists; (2) a chain of effects among awareness, image (separately considering the cognitive and affective dimensions) and perceived quality, although with the presence of some significant difference between both samples of tourists; and (3) a positive influence of cognitive image on affective image in both cases.     

A comparison of different approaches to segment information search behaviour of spring break travellers in the USA: experience,knowledge, involvement and specialisation concept

The purpose of this research is to compare salient approaches for identifying the patterns of college students' information search behaviours while preparing for their spring break trips. Comparing four different prominent constructs (i.e. past experience, prior knowledge, involvement and a concept of specialisation combining those three variables), the results of the study indicate that involvement and the specialisation concept have more distinctive results than the others in terms of measurement of travellers' perceived usefulness of information sources and the importance of information content. In addition, the different groups assigned different priorities for usage of main information sources. As a result, involvement and the specialisation concept appear to provide more distinctive clarification for identifying the information search behaviours of spring break travellers. Copyright © 2009 John Wiley & Sons, Ltd.     

The impact of daily tour service quality on tourist satisfaction and behavioural intentions in an island context: a study on tours to Isla de la Plata,Ecuador

ABSTRACT

This study assesses the impact of daily tour service quality on tourist satisfaction and behavioural intentions in an island context. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), the analysis of data collected from 195 participating in a daily tour to Isla de la Plata (Ecuador) showed that all the services examined (transportation by boat, food and beverage, tourist guide and visits) had a significant direct impact on tour satisfaction, having the transportation the highest impact. Moreover, the indirect effect of the daily tours services on behavioural intentions mediated by the satisfaction with the tour was also significant.     

Moving beyond visitor satisfaction to loyalty in nature-based tourism: a review and research agenda

Nature-based tourism is increasing worldwide and with it the opportunity to engage these visitors to support and advocate for the protection of natural areas. Loyalty research over the last decade provides a platform for action. Analysing loyalty as an important focus for nature-based tourism research and then proposing a research agenda are the aims of this paper. These aims are achieved by (1) reviewing the place of satisfaction and its relationship to loyalty in nature-based tourism research; (2) analysing recent loyalty and related behavioural intentions research; and (3) proposing a research agenda to further progress loyalty research. Conducting field-based experiments to determine the influence of improving service quality on loyalty and further investigating a suite of items of varying commitment for measuring loyalty (from recommending a destination to others to volunteering to work there) are pivotal to the proposed agenda. Also central are further elaborating and testing the measurement model for loyalty, with place attachment and pursuit of benefits, such as escaping from everyday life and appreciating nature, suggested as promising antecedents to loyalty. The importance of natural areas to society warrants urgent attention to the loyalty-centred research agenda detailed in this paper.     

International tourists' perceptions of Myanmar as a tourist destination in the crisis: A comparative study among three continents

Myanmar has emerged as a popular tourist destination following its recent political transformation, with the Travel and Tourism sector contributing significantly to the country's GDP. However, the outbreak of the COVID-19 pandemic posed numerous challenges for the global tourism industry and Myanmar, including travel restrictions, border closures, and health concerns. This study examines the levels of satisfaction and inconvenience experienced by tourists from Asia, Europe, and America who visited Myanmar during the early stages of the pandemic. A sample of 202 tourists was collected from Yangon and Myeik, two prominent tourist destinations in Myanmar. Various statistical tests were employed to analyze international tourists' perceptions of Myanmar tourism. The findings revealed that tourists from all three regions expressed satisfaction with the natural scenery, historical sites and architectural design, and traditional costumes offered by Myanmar. The implications of the study are discussed.     

The influence of perceived discrimination,orientation to mainstream culture and life satisfaction on destination loyalty intentions: the case of international students

This study examines three psychological phenomena (perceived discrimination, orientation to mainstream culture and life satisfaction) in explaining destination loyalty of international students. A sample of 489, short-term (n?=?174) and long-term (n?=?315) international students completed an online survey. Results from structural equation model-AMOS (analysis of moment structures) indicated that (1) orientation to mainstream culture positively influences destination loyalty intention and (2) orientation to mainstream culture mediates the relationship between perceived discrimination and destination loyalty intention. These results suggest that to facilitate destination loyalty intention, institutions may need to develop a support system that can promote positive cross-cultural adjustment.     

Exploring the relationships between motivation,attachment and loyalty within sport event tourism

Attendance at sports events continues to rise, as evidenced by increased attendance across a range of sports events in 2014. Despite this, destinations that host live sports events struggle to attract repeat visitors outside scheduled events. This study aims to better understand the relationship between motivation, attachment and loyalty within event tourism. This paper discusses the existing contributions in these areas by drawing on sport and tourism literature and is the first to investigate the relationship across all three constructs. Within this paper, we develop the initial outline of a theoretical model, which depicts these relationships.     

Ethics and influences in tourist perceptions of climate change

Ethical decisions to visit disappearing destinations are self-serving and influences feed into self-interest. Data were collected from a sample of pre-, during- and post-visit tourists to Venice and Svalbard, using expressive techniques and scenarios using the Hunt–Vitell model to understand ethical decisions, and the constructive technique and collage to understand influences. The results show that travel decisions are driven by individual selfishness, and any threat to freedom (i.e. the right to travel) is underplayed. The preferred scenario for long-term benefit for planet and people is via short-term economic and social negative impacts on the destination's locals, rather than the tourists' own experience. Respondents believe that they are blameless for their purchasing habits as they lack perceived behavioural control, and instead corporations ought to be providing sustainable products as the norm and not sell products that harm. In the scenarios, where respondents express concern for the locals in a disappearing destination (i.e. if we do not visit, they will not benefit from our expenditure), individual selfishness to visit could be the driver, rather than an altruistic act to provide support. Theoretical and policy implications are discussed.