Tourists Inconveniences as the Determinant of Affective Image: A Study based on Tourists Insights

Abstract

With increasing tourists’ distinct motives, the tourism industry is at the pinnacle to enhance their offerings and to position its destinations in the competitive outset. Destination branding has been considered as the most appropriate approach by the destination marketers to achieve the frontiers and destination image plays a vital role in it. Affective image being the integral aspect of image studies has high relevance in understanding tourists’ behavior. In such context, this empirical study intended to understand the impact of tourists’ inconveniences in the destination on its affective image. Intensive literature found the lack of evidence on this perspective and thereby constitute as the primary objective of the research. A Structured questionnaire was designed after iterations and pilot study and floated to 570 tourists. Based on the eligible responses, 448 sample size was fixed to perform the analysis. The questionnaire contained necessary statements measuring the inconveniences of tourists and the affective image. Exploratory Factor Analysis of SPSS was used as the data reduction technique, Confirmatory Factor Analysis and Structural Equation Modeling of AMOS were used for confirming the existence of individual factor models and for final model that depicted the objective of the study, respectively. Model fit was found and the outcomes indicated that there was influence of inconveniences faced by tourists on the affective image of the destination. Implications were drawn based on the research findings.

Keywords: Destination, Affective Image, Tourists, Inconveniences, SEM

View PDF