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Exploring the Tourists Intentions to Revisit Hunza Valley

Introduction

Exploring the tourists intentions to revisit hunza valley. Explore Hunza Valley tourist revisit intentions. Study analyzes destination personality, aesthetics, motivation, and cognitive perception's impact on repeat visits. Vital for destination management.

Abstract

The tourism industry has grown rapidly and has become one of the world's quickest growing economic sectors. This study aims to examine antecedents of revisit intention to Hunza Valley. Aesthetic experience is vital in nature-based tourism and strengthens to visitor behavior, yet there is less empirical research on aesthetic experiences. Tourist’s motivation, destination personality, destination aesthetics, and cognitive perception are used as independent variables, destination familiarity as a moderator and attitude towards destination as a mediator to assess visitor propensity to return. The survey gathered data from 554 tourists who explored Hunza at least once. The research is quantitative in nature. The proposed framework is assessed using the Smart PLS software. To test hypotheses, structural modelling and bootstrapping approaches are applied. The study determines that destination personality, destination aesthetics, and tourist motivation have a substantial positive impact on tourist’s attitude towards destination. On the other hand, cognitive perception has a negative impact on tourist’s attitude. Destination familiarity does not moderate the relationship between attitudes and revisit intention. Destination aesthetics, destination personality and motivation have a substantial positive effect on revisit intention. However, cognitive perception has a negative impact on revisit intention. Attitude towards destination mediates the relationship between destination aesthetics, tourist motivation, destination personality and revisit intention. Attitude towards destination does not mediate the relationship between cognitive perceptions and revisit intention. This research will help Destination Management Organizations to analyze repeat visitation patterns. The results support previous theories. This study adds to the body of research literature by evaluating Hunza Valley as tourist’s destination.

Review

The study "Exploring the Tourists Intentions to Revisit Hunza Valley" addresses a highly relevant and timely topic within the rapidly growing tourism sector. The authors aim to empirically examine antecedents of revisit intention, a critical factor for sustainable destination management, particularly in nature-based tourism settings like Hunza Valley. A notable strength is the comprehensive theoretical framework, incorporating variables such as tourist motivation, destination personality, destination aesthetics, and cognitive perception, with attitude towards destination as a mediator and destination familiarity as a moderator. The quantitative approach, employing a substantial sample size of 554 tourists and analyzed with Smart PLS, suggests a rigorous methodological design suitable for exploring these complex relationships. This research holds significant practical implications for Destination Management Organizations seeking to understand and foster repeat visitation patterns. The findings presented in the abstract offer valuable insights into the drivers of revisit intention. It is clear that destination personality, destination aesthetics, and tourist motivation positively influence both attitude towards the destination and, subsequently, revisit intention. The mediating role of attitude towards destination for these specific relationships is a robust finding, supporting existing theories. Interestingly, cognitive perception is identified as having a negative impact on both attitude and revisit intention, which warrants further exploration in the full paper to understand the specific elements contributing to this negative effect. The non-significant moderating effect of destination familiarity is also an important result, suggesting that its role in shaping the relationship between attitudes and revisit intention may be less pronounced than hypothesized, or perhaps more nuanced than captured. This study successfully contributes to the body of research literature by specifically evaluating Hunza Valley as a tourist destination, filling a gap in empirical research on aesthetic experiences in nature-based tourism. The findings, which largely support previous theories, provide a solid foundation for DMOs to strategize their marketing and development efforts, emphasizing destination aesthetics, personality, and tailoring experiences to tourist motivations. While the abstract provides a strong overview, a more detailed discussion on the operationalization of variables, particularly for "cognitive perception" and "destination aesthetics," would enhance the clarity of the negative finding for the former. Future research could further delve into the qualitative aspects of these experiences or explore other potential moderators or mediators that might influence revisit intentions in unique geographical or cultural contexts, building upon this study's robust quantitative foundation.

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