Abstract
This research aims to explore the relationship between travel motivation, tourists’ attitudes, and travel intention, with a specific focus on Chandragiri Hills a new destination that has attracted many domestic and international tourists, since its inception in 2016. Yet the academic research of its tourism dynamics remains limited. Utilizing a descriptive survey questionnaire, data were collected from 450 tourists to analyze the construct of travel motivation, attitude towards the destination, and travel intention. The results of exploratory and confirmatory factor analyses revealed altogether 30 measurement items regarding travel motivation, attitude, and travel intention. The data were analyzed using the theory of planned behaviour. The findings of the study revealed that motivation significantly influences both tourist's attitude and their travel intention. Novelty-seeking, relaxation, and social interaction are the chief push factors contributing to positive attitudes towards the destination. The findings have meaningful implications for tourism marketing strategies, whereby such motivational factors come to the centre to develop the attractiveness of Chandragiri Hills and improve tourism management practices. The result contributes to a greater understanding of tourist behavior in emerging destinations and provides insight into how effective planning and management could work within the tourism sector.
Published Version
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