Personality and image as predictors of the intention to revisit and recommend tourist destinations

IF 1.2 Q4 BUSINESS Innovative Marketing Pub Date : 2023-03-20 DOI:10.21511/im.19(1).2023.15
Jose Joel Cruz-Tarrillo, Karla Liliana Haro-Zea, Edison Effer Apaza Tarqui
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Abstract

Undeniably, the new normality caused by COVID-19 presents an enormous challenge for tourist destinations to become more attractive to visitors. Thus, the purpose of this study is to analyze the impact of destination personality and image on tourist behavior in Peru. This quantitative and cross-sectional analysis targeted 998 national tourists via a non-probabilistic convenience sampling. The study employed AMOS 24 statistical software for exploratory and confirmatory factor analysis. The results showed positive effects of social innovativeness (β = 0.374), performance (β = 0.404), and honesty (β = 0.191) on an affective image. Likewise, the study confirms the favorable effects of social innovativeness (β = 0.524), performance (β = 0.156), and honesty (β = 0.280) on a cognitive image. Furthermore, the effects of a cognitive image on the intention to revisit (β = –0.756) and intention to recommend (β = –0.756) are also measured. In addition, the findings support the positive effects of an affective image in intention to revisit (β = 1.549) and intention to recommend (β = 1.547); all results obtained a significance less than 0.05 (p < 0.001). This study concludes that brand personality is a valuable concept that can suggest strategies to improve the brand image, so the personality of tourist destinations should be congruent with the personality of tourists.
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个性和形象对旅游目的地再访和推荐意向的预测作用
不可否认,新冠肺炎造成的新常态对旅游目的地来说是一个巨大的挑战,使其对游客更具吸引力。因此,本研究的目的是分析目的地个性和形象对秘鲁游客行为的影响。这项定量和横断面分析通过非概率便利抽样,以998名全国游客为对象。该研究采用AMOS 24统计软件进行探索性和验证性因素分析。结果显示,社会创新性(β=0.374)、绩效(β=0.404)和诚实(β=0.191)对情感形象有积极影响。同样,该研究证实了社会创新性(β=0.524)、绩效(β=0.156)和诚实(β=0.280)对认知形象的有利影响。此外,还测量了认知图像对重访意向(β=-0.756)和推荐意向(β=-0.756。此外,研究结果支持情感形象在重访意向(β=1.549)和推荐意向(β=1.547)中的积极影响;本研究得出结论:品牌个性是一个有价值的概念,可以为改善品牌形象提出策略,因此旅游目的地的个性应该与游客的个性相一致。
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来源期刊
Innovative Marketing
Innovative Marketing Economics, Econometrics and Finance-Economics, Econometrics and Finance (miscellaneous)
CiteScore
2.50
自引率
9.10%
发文量
58
审稿时长
9 weeks
期刊最新文献
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