International Journal of Advanced Research and Publications (2456-9992)

Impact Of Destination Image And Perceived Risk On Behavioral Intention Of Travelers To Nepal

Volume 1 - Issue 5, November 2017 Edition
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Author(s)
Dr. Gangaram Biswakarma
Keywords
Destination image, perceived risk, behavioural intention, revisit intention
Abstract
Tourist behavior is always guided by the pre-visit decision making. This decision is based on the image that they have heard of the destination. The image tourists have of a destination is largely subjective, which may be further distorted or restored of the destination image with perceived risk associated with the visiting of the destination. Destination image is defined as an individual’s mental representation of knowledge (beliefs), feelings and overall perception of a particular destination. Making visitors feel secure and safe before and during a vacation can be critical for international competitiveness of a destination, since visitors, in their travel plans, often consider multiple alternatives. Perceptions of risk and feelings of safety during travel have a strong influence on the avoidance of particular regions. So, this study aims to examine the relation between Nepal’s destination image, its perceived risk among the tourists and their behavioral intention to revisit or recommendation. A total of 350 questionnaires were distributed among the tourists, of which 306 were collected and analyzed. The findings of the study indicate that destination image and behavioral intention of the tourist are positively correlated. The results show that natural and cultural attraction, carries the heaviest weight for destination image, followed by quality of hotels and restaurants, shopping facilities, local facilities and convenience and transportation. Likewise, perceived risk explain a variation in behavioral intention in tourist. In conclusion, destination image of Nepal is significantly related to the behavioral intention of visitors. This suggests that image of the destination and perceived risk factors plays an important role to attract tourists in a particular destination. Despite of being Nepal was recently hit by a severe earthquake, travelers have still made a favorable destination image about Nepal and continue to have positive behavioral intention to revisit or recommend. Similarly, reducing risk perception of travelers can also increase traveler behavioral intention. Besides the positive destination image attributes, risk perception should be taken into account for tourism marketing campaigns.
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