Destination Image and Travel Intention of Travellers to Jammu & Kashmir: The Mediating Effect of Risk Perception

Abstract

The purpose of the paper is to study the effect of destination image on the risk perceptions of tourists towards Jammu and Kashmir. It also outlines the intentions of tourists towards Jammu and Kashmir State. The study, also, attempted to investigate the mediating role of risk perception between destination image and travel intention in the proposed model. The present study was exploratory cum descriptive in nature and the sample comprised of people who were visiting different tourist spots in Delhi NCR and their perception regarding Jammu and Kashmir state keeping in view the variables understudy was taken. Purposive sampling was adopted for data collection and data analysis was carried out through exploratory factor analysis, confirmatory factor analysis and structural equation modeling techniques. The data for the study was collected both through the primary and secondary sources. The measuring items used for the study were sourced from existing validated scales and literature. The study has found that destination brand, entertainment, nature & climate are the significant dimensions of destination image, which in turn has a positive effect on risk perception and travel intention. It was also found that destination image has both direct and indirect effect on travel intention. The proposed model can successfully be employed for designing of marketing campaigns aiming at improving the destination image, risk perception and travel intention. The state of Jammu and Kashmir has been severely influenced by continuous political instability, which has made enormous misfortunes to the tourism business. The aftereffects of the investigation will be supportive to policymakers in planning different procedures and projects for amplifying traveller inflow and development of tourism industry in the state of Jammu and Kashmir. Very little research has been conducted on mediating role of risk perception between destination image and travel intention regarding the state of Jammu and Kashmir. The present study further outlines preferable methods and measures for improving and enhancing the destination image in the present socio environmental conditions for attracting more tourists.

Keywords: Destination Image, Destination Brand, Entertainment, Risk Perception, Travel Intentions

View PDF