Destination images,holistic images and personal normative beliefs: Predictors of intention to revisit a destination |
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| Affiliation: | 1. The University of Wolverhampton Business School, MN Building, Nursery Street, Wolverhampton WV1 1AD, England, United Kingdom;2. Department of Business Administration, University of Macedonia, 156 Egnatias Str., PO Box 1591, 54006, Thessaloniki, Greece;3. Department of Economic Studies, University of Thessaly, 43 Korai Str., 38333, Volos, Greece;1. Sheffield Hallam University, Sheffield Business School, City Campus, Howard Street, Sheffield S1 1WB, UK;2. International Hellenic University, 14th km Thessaloniki – N. Moudania, Thermi, 57001 Thessaloniki, Greece;1. Faculty of Business Administration, University of Medical Sciences & Technology, P.O. Box 12810, Khartoum, Sudan;2. Faculty of Economics and Management, Universiti Putra Malaysia, Serdang, Selangor, Malaysia;3. Taylor''s Business School, Taylor''s University, Lakeside Campus, Subang Jaya, Selangor, Malaysia;1. Faculty of Business Administration, Laval University, Quebec, Quebec, G1V 0A6, Canada;2. ESC de La Rochelle, 102 rue de Coureilles - Les Minimes, 17024, La Rochelle Cedex 1, France;1. Department of Management Information System, Aksaray University, Turkey;2. School of Computing and Technology, Eastern Mediterranean University, P.O Box 95, Famagusta North Cyprus via Mersin 10, Turkey;3. Northern Border University, Saudi Arabia;4. Faculty of Tourism, Eastern Mediterranean University, North Cyprus, via Mersin 10, Turkey;5. Jadara University, Jordan |
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| Abstract: | This research examines the complex relationship between destination image components and behavioral intentions, incorporating two pivotal but unexplored in related literature constructs, namely holistic image and personal normative beliefs (PNBs). Previous studies incorporating destination images as predictors of intention to revisit have mostly investigated their direct effect. This research integrates holistic image as a mediator and PNBs as a moderator. The findings verify the mediating role of holistic image for predicting tourists' intention to revisit a destination, supporting a partial and a full mediation. Interestingly, only affective and conative images contribute to the prediction of tourists' intention to revisit a destination through the holistic image towards this destination. Moreover, PNBs moderate the effect that conative destination images have on tourists' holistic image. Practically, the research highlights factors that affect tourists' tendency to select a tourism destination, which can serve as a basis for tailoring the effective positioning of destinations. |
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| Keywords: | Destination images Holistic image Personal normative beliefs Intention to revisit a destination |
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