Purpose – This paper aims to explore the determinants and implications of travel motivations of
international tourists visiting the Cappadocia destination.
Design/methodology/approach – The quantitative research method focusing on numerical data was
used to test the proposed hypotheses, and the survey technique has been used to collect data. The
research participants consisted of 363 international tourists visiting the Cappadocia region/Turkey and
spending at least one night there. Confirmatory factor analysis was performed using the AMOS 22
package program to ensure the scales’ construct validity. Then, the structural equation model was
established to test the study’s hypothesis, and these hypotheses were tested with the help of path
analysis.
Findings – As determinants of travel motivations, while electronic word of mouth (eWOM) has a positive
effect on travel motivation dimensions, the impact of travel risk perception is negative. Moreover, from the
dimensions of travel motivations, novelty/learning and socialization positively affect destination loyalty.
However, the influences of escape and relaxation and self-development are meaningless. Besides that,
travel risk perception strongly impacts eWOM.
Practical implications – Destination managers and practitioners must maintain a higher level of tourist
motivation and reduce tourists’ travel risk perception levels to improve destination competitiveness by
constituting a more loyal customer profile. Moreover, eWOM platforms should be used efficiently.
Originality/value – This study points to a functional multidimensional model that contributes to the
literature and guides destination managers and practitioners. The proposed framework of determinants
and consequences of tourists’ travel motivation can also be applied in other service contexts
- Tahun Terbit
- 2022
- Ukuran File
- 249.292 KB
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12 Dec 2022
- Kolasi
- 16 halaman