Antecedents and behavioral outcomes of tourism destination image: The moderating role of travel motivation and tourist’s region

Abstract

The goal of this research is to identify the antecedents and behavioral outcomes of destination image, as well as to investigate the mediating influence of destination image and the moderating effects of tourists' region and travel motivation. A quantitative survey of 400 tourists in Tunisia was done to achieve these goals, and structural equation modeling, a multi-group analysis, and Sobel's test were utilized. The findings indicate that the destination image mediates the relationship between its antecedents (E-WOM and travel experience) and behavioral outcomes. Furthermore, the results demonstrate that the tourist's region and the high level of travel motivation have a moderating impact on the relationship between the destination image and its antecedents as well as the relationship between the destination image and its consequences. These results lead important practical contributions to tourism marketing practitioners on improving the destination image perception as a key element to provide behavioral intentions through exciting memorable experience and positive online contents about a destination. Moreover, tourism businesses can better segment their visitors who have a high level of travel motivation. The results of this paper can bring successful marketing strategies for the tourism industry.

Key Words: destination image, e-WOM, tourism experience, travel motivation, tourist’s region, behavioral outcomes

DOI: 10.7176/EJBM/16-7-01

Publication date: September 30th 2024