M. Nazir, Ida Md Yasin, H. H. Tat, M. Khalique, S. Mehmood
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The Influence of International Tourists’ Destination Image of Pakistan on Behavioral Intention: The Roles of Travel Experience and Media Exposure
ABSTRACT The aim of this study was to examine how international tourists’ destination image of Pakistan influences their behavioral intention and travel experience. The mediating effect of travel experience and the moderating effect of media exposure in this relationship was also investigated. Data from international tourists were collected online and analyzed using structural equation modeling. The results revealed that destination image has a significant impact on both travel experience and behavioral intention. Moreover, travel experience and media exposure significantly mediate and moderate, respectively, the link between destination image and behavioral intention. This paper enhances the current understanding of tourists’ intention to visit or revisit Pakistan based on their destination image, travel experience, and biased media.
期刊介绍：
The International Journal of Hospitality & Tourism Administration is an applied, internationally oriented hospitality and tourism management journal designed to help practitioners and researchers stay abreast of the latest developments in the field as well as facilitate the exchange of ideas. The journal addresses critical competency areas that will help practitioners be successful in this growing field now and into the future. An exciting and challenging international forum, the journal reflects current happenings and trends in the industry.
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