Mediating Perceived Travel Constraints: The Role of Destination Image

ABSTRACT

This study assessed the mediating effects of destination image on the relationship between travel constraints and intention to visit. Structural equation modeling identified that destination image mediates between travel constraints and intention to visit, and thereby the negative impact of perceived constraints on intention to visit could be alleviated through the mediating effect of destination image. Thus, travelers can find the means to alleviate travel constraints through a negotiation mechanism. The findings provide practical implications for effective destination marketing programs in that the negative impact from travel constraints can, to a great extent, be mitigated.

Keywords:

• Travel constraints
• destination image
• intention to visit
• mediating effects
• international young-educated-professional traveler
• China
• travel decision making