Impact of Perception of Local Community and Destination Image on Intention to Visit Destination; Moderating Role of Local Community Attitude

Abstract

The purpose of this conceptual paper is to review the impact of perception of the local community and destination image, on the Intention to visit the destination, also the moderating role of local community attitude between the emotional perception of the local community and destination image on the Intention to visit destination of Pakistan tourism sector. This paper’s framework was developed based on a systematic review of past literature which has not been tested yet. Present conceptual paper suggests future researchers test the present framework in the tourism sector in Pakistan using a quantitative approach. This research found the important influence of the study’s variables on the Intention to visit a destination. However, a deep understanding provided of how three (3) variables affect the Intention to visit a destination in Pakistan. The paper emphasizes the critical value of perception and attitude of the local community and destination image, for tourism sector owner/managers consideration when acting on behalf of their company; failing which the tourism could experience poor destination image. Theory of Reasoned Action, Theory of Planned Behavior, and Theory of Destination Image was used to underlie the conceptual framework. In addition, the implications of this conceptual model for theory and practice are discussed.