Relationship Between Destination Image and Behavioral Intentions of Tourists to Consume Cultural Attractions

Abstract

The cultural tourism market segment has experienced increasing interest in recent years. This article analyzes the structural relationship between destination image and cultural behavioral intentions of tourists using the island of Mauritius as a case study. Drawing from an extant literature review, a conceptual model was developed which was tested using data collected from tourists visiting selected cultural and natural heritage sites of the island. Structural equation modeling (SEM) was used for analyzing the results. Findings indicated that destination image is a salient factor influencing the cultural behavioral intentions of tourists. The research also attempted to investigate which dimensions of image had the highest influence on behavioral intentions. Results indicated that the cultural attributes of the island exerted the highest influence on tourists' behavioral intentions. The theoretical and managerial implications of the study are discussed. The study concludes that destination image remains an integral concept requiring further investigation to understand the cultural tourist's behavior.