INVESTIGATING INTENTIONS TO VISIT SARAJEVO CITY: EXPANDING THE THEORY OF PLANNED BEHAVIOR

Abstract

Purpose – Attracting visitors to urban cities, especially capital cities, requires further investigations on the drivers of international tourists’ behavior. In this context, this paper aims to predict the intention of Algerian tourists to visit Sarajevo City. Methodology/Design/Approach – The study integrates destination image, electronic word-of-mouth (eWOM), and perceived risk into the Theory of Planned Behavior (TPB). Data was collected through a self-administered questionnaire from a convenient sample of 245 Algerian tourists. We used hierarchical multiple regression to test our hypotheses. Findings – The study found that Algerian tourists hold positive attitudes and view Sarajevo City favorably. The intention to visit Sarajevo is strongly influenced by perceived behavioral control (PBC), the city’s image, attitudes, positive eWOM, and subjective norms. Interestingly, perceived risk does not significantly impact the intention to visit. Originality of the research – This paper offers valuable insights for stakeholders including tourism agencies in Algeria and Bosnia. Moreover, it is the first study from Africa to explore tourists’ intentions towards Sarajevo City by expanding the TPB framework.