Chi, NTK and Pham, H orcid.org/0000-0002-0764-9182 (2024) The moderating role of eco-destination image in the travel motivations and ecotourism intention nexus. Journal of Tourism Futures, 10 (2). pp. 317-333. ISSN 2055-5911
Abstract
Purpose
This study investigates the moderating effect of eco-destination image on the relationships between travel motivations and ecotourism intention.
Design/methodology/approach
The study employs the convenience sampling method to develop a research sample, and the multivariate data analysis method to analyse the data of 435 valid observations collected in the structured questionnaire survey conducted in Vietnam.
Findings
The paper reports that the eco-destination image significantly strengthens the effects of four travel motives (i.e. excitement, escape, knowledge-seeking and self-development) on ecotourism intention. However, the moderating impact of eco-destination image on the link between socialising motive and ecotourism intention is insignificant.
Originality/value
This study is the first to shed light on the role of eco-destination image in strengthening the effects of travel motivations on ecotourism demand. The study provides a framework for segmenting promotion materials associated with destination image based on different types of customers' internal travel motivations. The framework includes four dimensions: (1) destination image reflecting enablers of excitement, (2) destination image reflecting enablers of escaping from daily life routine, (3) destination image reflecting enablers of knowledge-seeking and (4) destination image reflecting enablers of personal development.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © Nguyen Thi Khanh Chi and Hanh Pham. This is an open access article under the terms of the Creative Commons Attribution 4.0 International License (CC BY 4.0) (https://creativecommons.org/licenses/by/4.0/) |
Keywords: | Travel motivation, Eco-destination image, Ecotourism intention, Future ecotourism, Vietnam |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Business (Leeds) > International Business Division (LUBS) (Leeds) |
Depositing User: | Symplectic Publications |
Date Deposited: | 15 Sep 2022 15:28 |
Last Modified: | 22 Aug 2024 13:29 |
Status: | Published |
Publisher: | Emerald |
Identification Number: | 10.1108/JTF-01-2022-0014 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:190989 |