Destination image's mediating role between perceived risks, perceived constraints, and behavioral intention

Abstract

This study aims to examine the effect of destination image, perceived risk, and perceived constraints on the behavioral intention of international tourists to revisit Pakistan. The study also seeks to assess the destination image's mediating role in the relationship between perceived risks, perceived constraints, and behavioral intention. A quantitative study with Partial least square structural equation modeling was used to investigate the research Hypothesis. The data was collected from international tourists who were in Pakistan or who had visited Pakistan. The findings revealed that perceived risks and perceived constraints negatively impact destination image and behavioral intention. On the other hand, destination image has a positive impact on behavior. Moreover, the study also proved the mediating effect of destination image among the relations of perceived risks, perceived constraints, and behavioral intention. These findings indicate that sometimes it is difficult for destinations to overcome constraints, so destination managers should provide value-added services for substitutes. A positive destination image can overcome risks and constraints, so destination managers should also promote destinations besides mitigating risks. Literature has discussed the mediating effect of destination image in different contexts. However, studies are scarce investigating destination image's effect in alleviating perceived constraints and perceived risks through negotiation mechanisms.