The consequence of destination image on travel motivation: evidence from Bangladesh ecotourism

Rahman, Mohammad Moshiur and Haque, A. K. M. Ahasanul and Suib, Fatin Husna (2022) The consequence of destination image on travel motivation: evidence from Bangladesh ecotourism. American Journal of Economics and Business Innovation (AJEBI), 1 (3). pp. 8-13. ISSN 2832-4862 E-ISSN 2831-5588

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Abstract

The precipitous expansion of ecotourism destinations has intensified competition in the tourism business. Thus, the present study investigates the connection between destination image and travel motivation that marketers must comprehend and focus on establishing eco￾tourism in Bangladesh. Despite a growing number of works on destination image, there has been little investigation on the relationship between travel motivation. Therefore, this study aims to evaluate the effect of destination image and travel motivation on tourists’ selection of ecotourism destinations. In contrast to previous research, which primarily focused on identifying destination features, this study employed a structured questionnaire directed at tourists during their on-site experiences. Using SPSS-SEM, the suggested structural model was evaluated with a sample of 326 tourists from various Bangladesh ecotourism destina￾tions. The results confirmed that “cognitive” and “affective” destination images significantly influence travel motivation. It also indicates a better understanding of the relationship and significant managerial implications for destination marketing managers.

Item Type:	Article (Journal)
Uncontrolled Keywords:	Destination Image, Travel Motivation, Ecotourism, Cognitive, Affective
Subjects:	H Social Sciences > HF Commerce > HF5001 Business. Business Administration
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Economics and Management Sciences Kulliyyah of Economics and Management Sciences > Department of Business Administration
Depositing User:	Prof. Dr Ahasanul Haque
Date Deposited:	19 Oct 2022 09:04
Last Modified:	19 Oct 2022 09:27
URI:	http://irep.iium.edu.my/id/eprint/100684

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