Harrill, R.; Zuñiga-Collazos, A.; Castillo-Palacio, M.; Padilla-Delgado, L.M. An Exploratory Attitude and Belief Analysis of Ecotourists’ Destination Image Assessments and Behavioral Intentions. Sustainability2023, 15, 11349.
Harrill, R.; Zuñiga-Collazos, A.; Castillo-Palacio, M.; Padilla-Delgado, L.M. An Exploratory Attitude and Belief Analysis of Ecotourists’ Destination Image Assessments and Behavioral Intentions. Sustainability 2023, 15, 11349.
Harrill, R.; Zuñiga-Collazos, A.; Castillo-Palacio, M.; Padilla-Delgado, L.M. An Exploratory Attitude and Belief Analysis of Ecotourists’ Destination Image Assessments and Behavioral Intentions. Sustainability2023, 15, 11349.
Harrill, R.; Zuñiga-Collazos, A.; Castillo-Palacio, M.; Padilla-Delgado, L.M. An Exploratory Attitude and Belief Analysis of Ecotourists’ Destination Image Assessments and Behavioral Intentions. Sustainability 2023, 15, 11349.
Abstract
Colombia is noteworthy as a biodiversity hotspot, featuring an extraordinary number of en-demic orchids, birds, and butterflies. This exploratory study examines the perceptions of desti-nation image considering the cognitive and affective image in predicting behavioral intentions of ecotourists through symmetric data analysis. Using Partial Least Squares (PLS), the author(s) analyzed 64 survey responses collected of rural areas, including a new 15 statement scale spe-cialized on birdwatching. The findings support the reliability of the model, symmetric analysis presents the higher influence of emotions and affections in increasing intentions of recommen-dation, considering birdwatching as based on personal relationships. Additionally, the cognitive image for the birders despite representing destination attributes or sets of destination resources of a mental picture does not have the same impact on behavioral intentions. Therefore, manag-ers should develop positioning strategies based on the generation of emotions, because bird-watching tourists seek to have more emotional experiences.
Business, Economics and Management, Business and Management
Copyright:
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
