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

Authors

  • Li-Hui Chang Associate Professor , Department of Tourism Management , National Quemoy University , 1University RD., Jinning Township, Kinmen, Taiwan , Emai l: lisali@nqu.edu.tw , Phone: 886 935455066
  • Nikolaos Stylos Lecturer in Marketing , Department for Marketing, Innovation, Leisure and Enterprise , University of Wolverhampton Business School , Nursery Street, City Campus North, Wolverhampton, WV1 1AD , Email: n.stylos@w lv.a c.uk, Phone: +44 1902 323741
  • Shih-Shuo Yeh Assistant Professor, Department of Tourism Management, National Quemoy University, 1University RD., Jinning Township, Kinmen ,Taiwan, Email: yesso5@yahoo.com.tw, Phone: +886 935989605
  • Yu-Yun Tung Department of Tourism Management, Natio nal Quemoy University, 1University RD., Jinning Township, Kinmen, Taiwan, Email: e_y2177@yahoo.com.tw, Phone: 886 939502973

Keywords:

destination image; decision making; information search; motives

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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Published

2015-03-01

How to Cite

Chang, L.-H., Stylos, N., Yeh, S.-S., & Tung, Y.-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, 8–23. Retrieved from https://ejtr.vumk.eu/index.php/about/article/view/162