Nazir Muhammad Umair, Yasin Ida, Tat Huam Hon
Putra Business School, Malaysia.
Heliyon. 2021 Jul 18;7(7):e07613. doi: 10.1016/j.heliyon.2021.e07613. eCollection 2021 Jul.
This study aims to examine the effect of destination image, perceived risk, and perceived constraints on the behavioral intention of international tourists to revisit Pakistan. The study also seeks to assess the destination image's mediating role in the relationship between perceived risks, perceived constraints, and behavioral intention. A quantitative study with Partial least square structural equation modeling was used to investigate the research Hypothesis. The data was collected from international tourists who were in Pakistan or who had visited Pakistan. The findings revealed that perceived risks and perceived constraints negatively impact destination image and behavioral intention. On the other hand, destination image has a positive impact on behavior. Moreover, the study also proved the mediating effect of destination image among the relations of perceived risks, perceived constraints, and behavioral intention. These findings indicate that sometimes it is difficult for destinations to overcome constraints, so destination managers should provide value-added services for substitutes. A positive destination image can overcome risks and constraints, so destination managers should also promote destinations besides mitigating risks. Literature has discussed the mediating effect of destination image in different contexts. However, studies are scarce investigating destination image's effect in alleviating perceived constraints and perceived risks through negotiation mechanisms.
本研究旨在考察目的地形象、感知风险和感知限制对国际游客重游巴基斯坦行为意向的影响。该研究还试图评估目的地形象在感知风险、感知限制和行为意向之间关系中的中介作用。采用偏最小二乘结构方程模型的定量研究方法来调查研究假设。数据收集自身处巴基斯坦或曾访问过巴基斯坦的国际游客。研究结果表明，感知风险和感知限制对目的地形象和行为意向有负面影响。另一方面，目的地形象对行为有积极影响。此外，该研究还证明了目的地形象在感知风险、感知限制和行为意向关系中的中介作用。这些研究结果表明，有时目的地难以克服限制，因此目的地管理者应为替代方案提供增值服务。积极的目的地形象可以克服风险和限制，因此目的地管理者除了减轻风险外，还应宣传目的地。文献已在不同背景下讨论了目的地形象的中介作用。然而，通过协商机制考察目的地形象在缓解感知限制和感知风险方面作用的研究却很少。
