Travel Intention Research Articles

The persuasive communication of Instagram influencers to promote tourism in the Riviera Maya

IntroductionDestination management organizations are using influencer marketing to implement alliances with influencers to actively stimulate tourist visits. This study analyzes the tourism promotion strategy employed by the content creators hired by the Quintana Roo Tourism Promotion Council to promote the Riviera Maya in Mexico.MethodsUsing a mixed methodology approach and drawing on the functionalist paradigm of communication, the content of the publications is examined.Results and discussionThe results show that the physical appearance and communication skills of influencers have an impact on tourists’ travel intentions. Moreover, the analysis concludes that the motivation conveyed by the influencer shapes the reception of the message.

Examining the Structural Relationships of Destination Image towards Travel Intention to the Puncak Tourist Area: Mediating role of Perceived Risk, Destination Attractiveness and Perceived Value

Examining the Structural Relationships of Destination Image towards Travel Intention to the Puncak Tourist Area: Mediating role of Perceived Risk, Destination Attractiveness and Perceived Value

Examining the effects of virtual reality travel on tourist happiness and travel intentions using extended stimulus-organism-response theory: the perspective of Chinese tourists

Examining the effects of virtual reality travel on tourist happiness and travel intentions using extended stimulus-organism-response theory: the perspective of Chinese tourists

Media Exposure on Chinese Tourists’ Image Evaluations and Behavioral Intention Toward the US

ABSTRACT The media exposure of the United States in China has become more frequent in recent years. Understanding the factors that shape Chinese tourist behaviors is crucial for the China-US tourism industry. This study examines the influence of the US media exposure on Chinese tourists’ perceptions and travel intentions. Specifically, it investigates how social media and mass media impact their evaluations of product and destination images, subsequently affecting their intentions to travel to the United States. Using online data collection, 363 responses were analyzed through PLS-SEM with WarpPLS 7.0 software. The results indicate that media exposure significantly shaped tourists’ product and destination images. Additionally, a reverse halo effect was identified, where the product image influenced the destination image. Both images significantly impacted travel intentions. The study also revealed that tourists with prior travel experiences exhibit stronger relationships among the proposed constructs. These findings provide valuable insights for tourism organizations in China and the US to enhance their marketing strategies and better cater to Chinese tourists.

Multidimensional bandwagon effect and dual-process decision making: An integrated model of the theory of planned behavior from the perspective of American millennials' travel intention.

This study addresses the imperative need for an updated approach that incorporates evolving psychological insights and economic theories to better understand decision-making processes in the tourism sector. By integrating the bandwagon effect with the theory of planned behavior (TPB), the study aims to gain deeper insights into the intention-forming processes of American millennials during the pre-trip stage when considering a visit to Thailand. The research amalgamates principles from behavioral economics and traditional psychological theory within the dual-process framework, providing a comprehensive understanding of how American millennials determine their visit intention. Through empirical analysis employing Partial Least Squares Structural Equation Modeling (PLS-SEM) in a post-pandemic context, the study reveals that the multidimensional bandwagon effect significantly and synergistically influences American millennials' travel intention, attitude, and subjective norm, supporting a dual-process decision-making model. These findings elucidate how American millennials navigate heuristics and cognitive biases based on the theory of planned behavior framework, offering valuable insights for destination management organizations to refine their marketing and communication strategies effectively.

Buying Behavior and the Mediating Effect of Travel Intention for Homestay Tourism. An Empirical Study in Uttarakhand.

Buying Behavior and the Mediating Effect of Travel Intention for Homestay Tourism. An Empirical Study in Uttarakhand.

Perjalanan Udara Pasca-Pandemi: Pergeseran Perilaku Perjalanan

This study aims to examine whether behavioral modification factors—such as attitude, subjective norms, perceived behavioral control, perceived risk, and perceived trust—significantly influence the intention of aviation passengers to travel in the post-pandemic era. These behavioral changes stem from the introduction of new procedures, practices, and restrictions that have impacted aviation operations. By incorporating perceived risk and trust, this research extends the Theory of Planned Behavior (TPB), providing deeper insights into behavioral changes and their effects on travel intentions. Data were collected through self-administered questionnaires targeting individuals with post-pandemic aviation travel experience. The analysis, conducted using Structural Equation Modeling (SEM) with maximum likelihood estimation in AMOS, revealed that behavioral modification factors significantly affect travel intentions. The findings offer valuable guidance for airlines to adapt and redesign their offerings in response to evolving passenger behaviors.

Vertical or horizontal? The interaction between frame orientation formats and visual content in tourism short videos

Purpose This study aims to investigate how the frame orientation format and visual content of tourism short videos interact to influence tourists’ travel intention. Design/methodology/approach Two scenario-based experiments were designed and conducted through Credamo. The researchers enrolled 187 participants for Study 1 using convenience sampling, measuring the impact of video frame orientation and visual content on travel intention by conducting a two-factor analysis of covariance. Study 2 retested the interaction effect using 237 sample data and conducted bootstrapping to examine the serially mediating effect of imagery fluency and travel inspiration. Findings Frame orientation formats and visual content interactively affect the video audience’s travel intention: For site-centric tourism short videos, the horizontal frame orientation format can help inspire audiences’ travel intention; However, for activity-centric tourism short videos, the vertical frame orientation format is more suitable. Imagery fluency and travel inspiration have serially mediated effects in the above interactions. Practical implications Destination marketers can use a combination of vertical format and activity-centric content (or horizontal format and site-centric content) to ensure the marketing effectiveness of short videos. Originality/value This study explores how frame orientation and visual content interact to influence video audiences’ travel intention. The findings challenge the traditional understanding of frame orientation selection in short videos, provide a meaningful extension of construal-level theory and contribute to the research on visual effects in short tourism videos.

How do fandom symbols at music events influence travel intention? A moderated mediation model

ABSTRACT Fandom, as a symbol at music events, can elicit positive emotions in spectators and drive valuable consumption. However, few studies have focused on the features of fandom symbols or their marketing effects. This study extends the literature on fandom and music events by investigating the effects of fandom symbols in music events on tourists’ travel intention, based on symbolic interaction theory. Three experiments were conducted to investigate the effect. The results show that the presence of fandom symbols increases travel intention. Excitement and the music events revisit intention mediate this effect. The moderating role of social phobia has also been verified, indicating that the effects of fandom symbols are less significant for individuals with social phobia. These findings have theoretical and managerial implications.

A Study on Foreign Viewers' Perceptions of Turkish Series and the Marketing of Turkish Series

Television and digital series serve as cultural reflections of the societies in which they are produced, influencing viewers' perceptions and fostering cross-cultural interactions. By presenting social, political, and economic dynamics, these series offer audiences from different countries opportunities to explore and engage with foreign cultures. Beyond their role in representing society, series contribute significantly to national interests, such as promoting tourism, enhancing country image, and influencing consumer behavior. Many countries strategically export their television and film productions to global markets, utilizing these cultural exports to build positive international reputations and counter negative stereotypes. This study examines foreign audiences' perceptions of Turkish series, focusing on the relationships between the series and tourism, country image, language learning, and travel intentions. The research also explores the marketing strategies behind these series. It has been observed that the Turkish series watched by participants have an impact on their willingness to learn Turkish, their desire to visit the country, and their curiosity to get to know Turkey.. The research encompasses the contributions of the series to the country, their marketing strategies, and the thoughts and perceptions of foreign participants regarding Turkish series.

Micro-celebrity marketing-induced travels: a psychological ownership perspective

Purpose Despite the growing interest in micro-celebrities in destination marketing, their role in transferring cognitive, emotional and behavioral outcomes to destination psychological ownership (DPO) is underexplored. This study aims to address this void by investigating how the perceived characteristics of micro-celebrities influence travel intentions through interactive engagement, perceived information quality and DPO. It highlights three pathways for fostering DPO. Design/methodology/approach A survey-based design was developed with 302 samples collected and analyzed using partial least squares structural equation modeling and artificial neural network to examine the hypothesized model. Findings Findings reveal that the expertise and attractiveness of micro-celebrities enhance their perceived personal trustworthiness. This perception encourages social media users to view travel information from micro-celebrities as higher quality and to engage more with them, leading to DPO. Consequently, when social media users experience this psychological ownership, they show a stronger intention to travel to the destination, influenced partly by micro-celebrity marketing. Originality/value This study provides a psychological–developmental perspective on micro-celebrity marketing-induced travels. It underscores the importance of fostering micro-celebrity-induced DPO to establish a sustained, mutually beneficial relationship between tourists and destinations.

What Determines Travel Intention during COVID-19 to Aceh, Indonesia?

Objective –This study intends to quantify the impact of tourist risk perception, tourist hygiene, and safety perception on the travel intention of tourists who visited Banda Aceh, Aceh Besar, Aceh Tengah, and Sabang, Indonesia, during the COVID-19 pandemic.Design/Methodology –The purposive sampling method was used to collect primary data from respondents planning to travel to the specified destinations. 157 out of 175 distributed questionnaires were gathered. Moderated Regression Analysis (MRA) was employed to test the hypotheses.Results –Tourist hygiene and safety perception significantly influence travel intention. Tourist risk perception significantly influences travel intention. Tourist risk perception does not moderate the influence of tourist hygiene and safety perception on travel intention.Research limitations/implications –The study's findings suggest that governments of tourist destinations should ensure the availability of adequate facilities and infrastructure to promote travel intentions, particularly focusing on hygiene and security aspects. Limitations may include using purposive sampling, which might limit the generalizability of the results to a broader population.Novelty/Originality –This study provides valuable insights into the relationship between tourist risk perception, hygiene, and safety perceptions on travel intentions during the COVID-19 pandemic, specifically in the context of Aceh's tourist destinations. The findings highlight the non-moderating role of tourist risk perception in the relationship between hygiene and safety perception and travel intention. This contributes to the existing literature on tourism and risk management during pandemics.

Virtual reality in tourism: The impact of virtual experiences and destination image on the travel intention

Virtual reality in tourism: The impact of virtual experiences and destination image on the travel intention

The Impact of Disease X on Potential Travelers' Travel Decision.

This study used ANCOVA models to investigate how pandemic characteristics-spreading speed, severity, and vaccination requirements-affect travel intentions. The results reveal that these factors explain 31.7% of the variance in travel decisions, with disease-spreading speed and severity being the most significant determinants. While vaccination requirements are relevant, they play a secondary role compared to the immediate threat of disease characteristics. The interaction effects between these factors further demonstrate their combined impact on travel reluctance. Demographic variables, such as gender and the presence of children, also influence decisions in specific contexts. These findings contribute to the understanding of risk perception during health crises, reinforcing the role of perceived severity in shaping cautious travel behavior. Practical implications for the tourism industry include the need for transparent communication, tailored health protocols, and demographic-specific marketing strategies. Future research should explore broader factors and adopt longitudinal approaches to capture evolving travel intentions during pandemics.

Continuous impact of the Beijing Winter Olympic Games on residents’ cognition of ice-snow tourism: an moderated mediation model

ABSTRACT The Beijing Winter Olympic Games (BWOG) have catalysed the growth of ice-snow tourism (IST) in China, but the specific impact path remains uncertain. This study employs the Stimulus-Organism-Response (SOR) Model as a framework to scrutinise the continuous impact of the BWOG on Chinese residents’ cognition of IST. Using 708 questionnaires from Chinese residents, a relationship model is proposed through Structural Equation Modelling (SEM) and is corroborated by grounded theory, through the analysis of Weibo comments on IST during the first anniversary of the BWOG. The findings indicate a positive correlation between event intensity of the Winter Olympics and travel intention for IST. Furthermore, the perceived utility of IST plays a pivotal mediating role between event intensity and travel intention. Interestingly, event involvement exhibits a negative moderating role, signifying that individuals with low involvement perceive the utility of IST more profoundly. This study, based on these insights, constructs a mechanism to elucidate the impact of mega-sport event tourism effects.

Revealing Tourists’ Perceptions and Increasing the Likelihood of a Visit

Using the theory of planned behavior, this study looks at the factors that influence people's intentions to visit Croatia in the next five years, focusing on the perceptions of potential tourists from Germany, Austria, and Slovenia, the three most important tourism markets for Croatia (46,7 % of overnight stays in 2022). The study uses a diverse sample of 1200 respondents and employs principal component analysis, ANOVA, and regression analysis. The main results show that the perception of safety, nature and quality, facilities offered, level of education, country of origin, previous visits to Croatia, and frequency of trips abroad play an important role in the intention to travel to Croatia in the next five years. The respondents' attitudes towards sustainability aspects during the trip show nuanced relationships, with pro-environmental behavior having no significant influence, while pro-socio-economic behavior during the trip shows a negative correlation to visit. The research offers valuable perspectives for marketers and policymakers seeking to increase Croatia's attractiveness and competitiveness. It highlights the complex interplay of demographic, perceptual, and experiential factors that influence travel intentions.

Catching the flowing consumers: media representation effects of tourism livestreaming

ABSTRACT Algorithm-based social platforms like TikTok have changed livestreaming tourism. Many countries and regions promote tourism via livestreaming. Tourism livestreaming often has low viewer numbers, unstable viewer numbers, and unsatisfactory effects like a lack of travel intention or consumption. Based on the characteristics of space of flows, this paper analyses how tourism livestreaming on social media platforms can improve communication through media reproduction and increase travel intension. Study 1 involved in-depth interviews with 40 social media users who watched tourism livestreaming for over two years. Functional application and reproduction effects embedded in the space of flows, as well as the ambience and anchor capabilities built into the livestreaming, are reasons for audiences to stay. Study 2 uses a questionnaire to examine media representation and travel intention. Results show that tourism livestreaming's objective presentation and representational construction increase travel intention. The mediating effect of sense of place is also revealed.

Explaining the Rich Entertainment Appeal of Nature Documentaries and its Conflicting Motivational Consequences

ABSTRACT Nature documentaries are among the most popular media formats but are understudied in communication research. However, due to the format’s multifaceted potential to simultaneously inform, entertain, and persuade, nature documentaries seem particularly worthy of investigation. The present contribution has two aims: (1) to explain how nature documentaries facilitate entertainment responses in their viewers and (2) to investigate how entertainment experiences resulting from watching nature documentaries are linked with viewers’ pro-environmental behavior intentions and travel intentions. To establish a firm theoretical base, we integrated conceptual foundations from entertainment research and environmental psychology. To test our hypotheses, we analyzed data from two preregistered experiments: a paper-pencil study (N = 179) and an online study that aimed to replicate the findings of our first study (N = 308). Our findings provide initial evidence for the dual (i.e. hedonic and eudaimonic) entertainment qualities of nature documentaries and the mediating roles of suspense and awe. Furthermore, the results suggest that viewers’ hedonic entertainment experience is a relevant underpinning of their intention to travel to the depicted destination, whereas their eudaimonic experience inspires them to take action to protect the environment.

Key Factors Influencing Tourist's Destination Image: A Perspective From International Tourists in Jordan

Objectives: This paper highlights the significant role of key factors in the formation of tourist destination image. From the perspective of international tourists who represent the major target market in Jordan, this study explores the potential influence of destination image on their travel intention and repeat visitation. Understanding factors that motivate tourists to travel to a specific destination can lead to predicting their future decisions. Methods: This study adopts a quantitative approach based on the analysis of selected items of questionnaire responses collected from 180 international tourists who visited Jordan post-COVID-19 pandemic. Results: Findings reveal that the destination image of international tourists is significantly affected by internal and external factors. Perception of tourist attractions, travel experience, interaction with the local community, and feeling of safety and security are crucial in enhancing the image of international tourist destinations. Conclusions: Tourism planners, policymakers, and stakeholders can benefit from the results by using the positive image of Jordan tourism to apply a suitable marketing strategy, investing in security and safety, and preserving the country's tradition of hospitality. That, in return, will allow tourist destinations to provide a unique experience for visitors, contributing to the growth and development of the economy.

The Effect of Travel Constraints on Travel Intentions of People with Disabilities: The Mediating Role of Travel Motivation

According to WHO, 16% of the world's population are people with disabilities. Given this high number, disability-friendly tourism can be utilized as a special tourism market. This study aims to analyze the effect of travel constraints on travel intention through travel motivation for people with disabilities in Bandung. Over the past few years, Indonesia has begun to develop disability-friendly tourism infrastructure and services. The theory used in this study is the Theory of Planned Behavior, which has proven effective in shaping the behavioral intentions of tourists. This research was conducted using quantitative methods with structural equation modelling analysis procedures using CB SEM. The data collection technique used was non-probability sampling, targeting people with visual impairments, hearing impairments, physical disabilities, and mild mental disabilities. There are 200 pieces of data collected using a questionnaire. The results showed that travel constraints significantly positively affect travel intention through travel motivation among people with disabilities in Bandung. Existing literature finds a direct effect of travel constraints on travel intention in the tourism industry. This study contributes to the existing literature by including travel motivation as a mediating variable in mediating the effect of travel constraints on travel intention among people with disabilities in Bandung.