Measuring Destination Reputation Through Travel Motivation and Tourists Attitude: An Empirical Approach

Abstract

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The reputation of a destination is critical for a tourist place as it gives it a competitive advantage. It influences tourists to choose a destination with a good reputation over the one with a negative reputation. Besides, a place’s reputation helps showcase its product and services and gives them an edge over the others available in the international market. This study attempts to assess mediating role of Destination Reputation (DR) in Travel Motivation (TM) and Tourist Attitude (TA). Further, this study measures whether Intrinsic Motivation (IM) or Extrinsic Motivation (EM) for Indian millennials is more effective for tourist attitude. Survey method was used to collect data in which 214 valid responses were received from employees working in the corporate sector to check their perception of Jammu and Kashmir. Statistical tools like EFA, CFA, SEM and ANNOVA were used to analyze the data. The results of this study suggest that Destination Reputation acts as a mediator between Travel Motivation and Tourist Attitude. Furthermore, for millennials, Intrinsic Motivation has more influence on tourist attitude toward a destination than Extrinsic Motivation. This study is the first attempt that explores the relationship between Destination Reputation, Tourist Attitude and Travel Motivation.

Keywords: Destination Reputation, Travel Motivation, Tourist Attitude, Intrinsic Motivation, Extrinsic Motivation

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