Structural Relationship between Cognitive Image, Destination Personality and Tourists Motivation

Title

Structural Relationship between Cognitive Image, Destination Personality and Tourists Motivation

Creator

Shankar S.R.; Koshy E.R.; Jose J.; Sakshi S.

Description

This research work was an extract from a major research on understanding personality and image of destination. This portion of research intended to identify a theoretical model consisting of cognitive destination image, destination personality traits and tourists motivation in destination branding context and to validate it hypothetically. This research was carried out in Coimbatore District an emerging destination in Tamil Nadu, India between 2018 and 2019. Flourishing erratic tourism industrys scenarios and the need for academic research blended as the motive for this for this model-based study. Evidence was found in the literature that tourists belief about the destination, touristsmotivation and perceived destination personality traits were found interrelated. Thus, the theoretical model was found. For validating the proposed model, a questionnaire confirmed through pilot study containing the required study variables was circulated to the tourists who visited the destination for tourism purposes. With the sample size as 448 after screening and eliminating the illegible responses, three stage process of analysis that include Exploratory Factor Analysis, Confirmatory Factor Analysis and Structural Equation Modeling had been performed. The conceptual model was validated and found that there existed the interrelationship between touristsperceived cognitive image, perceived personality traits of the destination and tourists motivation to tour. Marketers of destinations were suggested to use the model for formulating branding and marketing activities. The scope for further research was pointed out on expanding the research model with other destination perspectives considering the outcome as base. Copyright IJHTS.

Source

International Journal of Hospitality and Tourism Systems, Vol-15, No. 2, pp. 13-25.

Date

2022-01-01

Publisher

Publishing India Group

Subject

Cognitive Image; Destination; Destination Branding; Personality Traits; Tourists Motivation

Coverage

Shankar S.R., Digital Learning, Indian Institute of Management, Karnataka, Bangalore, India; Koshy E.R., Department of Professional Studies, Christ University, Karnataka, India; Jose J., Department of Professional Studies, Christ University, Karnataka, India; Sakshi S., VIT Business School, VIT University, Vellore Campus, Tamil Nadu, India

Rights

Restricted Access

Relation

ISSN: 9746250

Format

Online

Language

English

Type

Article

Identifier

https://www.scopus.com/inward/record.uri?eid=2-s2.0-85138789342&partnerID=40&md5=d7a0f7f32edd36bb66058a0070c724f8