Determinants and implications of travel motivations: international travellers visiting Cappadocia

Abstract

PurposeThis paper aims to explore the determinants and implications of travel motivations of international tourists visiting the Cappadocia destination.Design/methodology/approachThe quantitative research method focusing on numerical data was used to test the proposed hypotheses, and the survey technique has been used to collect data. The research participants consisted of 363 international tourists visiting the Cappadocia region/Turkey and spending at least one night there. Confirmatory factor analysis was performed using the AMOS 22 package program to ensure the scales’ construct validity. Then, the structural equation model was established to test the study’s hypothesis, and these hypotheses were tested with the help of path analysis.FindingsAs determinants of travel motivations, while electronic word of mouth (eWOM) has a positive effect on travel motivation dimensions, the impact of travel risk perception is negative. Moreover, from the dimensions of travel motivations, novelty/learning and socialization positively affect destination loyalty. However, the influences of escape and relaxation and self-development are meaningless. Besides that, travel risk perception strongly impacts eWOM.Practical implicationsDestination managers and practitioners must maintain a higher level of tourist motivation and reduce tourists’ travel risk perception levels to improve destination competitiveness by constituting a more loyal customer profile. Moreover, eWOM platforms should be used efficiently.Originality/valueThis study points to a functional multidimensional model that contributes to the literature and guides destination managers and practitioners. The proposed framework of determinants and consequences of tourists’ travel motivation can also be applied in other service contexts.