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How do Motivation, Pre-Visit Information Search and Destination
Image affect Post-Visit Behavioural Intention?
The case of an island destination


Li-Hui Chang1, Nikolaos Stylos 2, Shih-Shuo Yeh3* and Yu-Yun Tung4

 

Received: 20/12/2013 Accepted: 24/04/2014

 

1Associate Professor, Department of Tourism Management, National Quemoy University, 1University RD., Jinning Township, Kinmen, Taiwan, Email: This e-mail address is being protected from spambots. You need JavaScript enabled to view it , Phone: +886 935455066
2Lecturer in Marketing, Department for Marketing, Innovation, Leisure and Enterprise, University of Wolverhampton Business School, Nursery Street, City Campus North, Wolverhampton, WV1 1AD, Email: This e-mail address is being protected from spambots. You need JavaScript enabled to view it , Phone: +44 1902 323741
3 Assistant Professor, Department of Tourism Management, National Quemoy University, 1University RD., Jinning Township, Kinmen ,Taiwan, Email: This e-mail address is being protected from spambots. You need JavaScript enabled to view it , Phone: +886 935989605
4Department of Tourism Management, National Quemoy University, 1University RD., Jinning Township, Kinmen, Taiwan, Email: This e-mail address is being protected from spambots. You need JavaScript enabled to view it , Phone: +886 939502973
* Corresponding authorr

 

Abstract
 

The purpose of this study is to examine tourists’ pre and post visit behaviours in Kinmen and the change of their perceived destination image about the place. Questionnaire interview was used to survey international tourists to Kinmen, Taiwan. The relevant survey was based on a self-administered questionnaire that finally generated 563 responses out of initially 610 questionnaires that were distributed. Thus, the return rate was 94%. The results indicate that pre-visit behaviour (comprised of motives, information search, and destination image) can influence post-visit behavioural intention directly and through decision making. Decision making also possess direct impact on post-visit behavioural intention, but has no mediating effect. The study has also indicated that certain socio-demographic variables possess significant influence on tourists’ pre-visit behaviours. Firstly, young and non-married respondents with less monthly salary are more likely to visit Kinmen for learning motives. Secondly, education level is the strongest predictor for tourists’
information search behaviours. Finally, socio-demographic variables possess little impact on destination image.

 

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Keywords: destination image; decision making; information search; motives


Citation: Chang, L., Stylos, N., Yeh, S. and Tung, Y. (2015). How do Motivation, Pre-Visit Information Search and Destination Image affect Post-Visit Behavioural Intention? The case of an island destination. European Journal of Tourism Research 9, pp. 8-23

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European Journal of Тourism Research