1. – Doctor in Marketing and Distribution Science; Postdoctoral Fellow, University of Marketing and Distribution Science, Japan.
| Received
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Accepted
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Published
20-Apr-2026 |
Abstract
Creating a destination image is a crucial aspect for each site because it has a positive impact on tourist behaviour. There is a general agreement that mega events promote a positive image of the host country. Also, there is a major tourist attraction positive effect on the related countries. However, little empirical studies have been conducted on this issue. This study examines the effect of various dimensions of a specific destination image on tourist behaviour. The suggested model was evaluated using Structural Equation Modelling (SEM) in Amos 27.0. This research is derived from data gathered in the Everest area of Nepal. The results indicate that the destination image directly influences the evaluative dimensions and indirectly affects behavioural intentions toward the destination and the entire country. Tourism managers should improve service delivery by obtaining a comprehensive understanding of how destination image influences tourist behaviour.
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