NOVELTY SEEKING TO PREDICT BEHAVIOR INTENTION IN RURAL DESTINATION

Abstract

Connor, P., (2011). Examining the effect of novelty seeking, satisfaction, and destination image on tourists' return pattern: A two factor, non-linear latent growth model. Tourism Management, 32(4), pp.890-901 Abstract Tourists' perceptions toward a destination image, novelty-seeking, tourist satisfaction, and behavior intention are vital for a successful destination marketing. The literature on travel and tourism reveals an abundance of studies on destination image, tourist satisfaction, and behavior intention even though their relationships with novelty-seeking have not been thoroughly investigated in the rural destination. Consequently, the aim of this study is to investigate the influence of destination image on novelty-seeking and satisfaction, which in turn affects the behavior intention of the tourist. The conceptual model was developed on the basis of theoretical and empirical research in the field of tourism; the empirical data were collected in a rural destination. A total of 380 questionnaires was returned and the data were analyzed by using SEM AMOS. The results showed that the destination image has a significant effect of novelty-seeking, satisfaction and behavior intention. Simultaneously, novelty-seeking has a significant effect on behavioral intention. Secondly, satisfaction has a significant effect on behavior intention. Several recommendations were also compiled for future studies.