Modelling travel intention in conflict-ridden destinations: the example of Turkey, 2020-2021

Abstract

This study investigates the factors influencing travel intention to conflict-ridden destinations. Empirical research was conducted on an international population that plans to visit Turkey as a conflict-ridden destination. Data collection resulted in a sample of 1420 respondents. Our findings revealed that perceived behavioural control and destination image were significant predictors of an intention to visit. Perceived risk had a negative effect on participants’ attitude about visiting. Subjective norms had a positive influence on attitudes towards visiting and perceived behavioural control. The empirical results have both academic and business implications. On the one hand, this research contributes to understanding the factors influencing the intention to visit conflict-ridden destinations. On the other hand, the results identify the tools that market players can use to increase the intention to visit to counterbalance a decline in tourism.