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Abstract
The cross-border tourism market draws attention from the tourism industry due to its attraction, and because it offers economic opportunities for residents on both sides of the border. Despite the importance of this market, only a few studies have developed behavioral-intention models in this context. This study aims to contribute to filling the gap in knowledge about the antecedents of tourists’ behavioral intentions in visiting cross-border areas. Four antecedents of behavioral intentions are proposed based on a literature review. Specifically, this research examines an integrated model of behavioral intentions towards a cross-border area through the simultaneous relationships among sensation-seeking, perceived crowding, value, satisfaction, and behavioral intentions. International tourists who were visiting the border area in Nicosia, Cyprus, and crossing the border at the Ledra Street checkpoint, were interviewed (N = 1401). The results, gathered from structural equation models, indicate that sensation-seeking, perceived crowding, and value influence satisfaction; perceived low crowding influences behavioral intentions; value influences satisfaction; and satisfaction influences behavioral intentions. Additionally, the level of expectations was tested by means of a multi-group analysis. The tourists’ expectations were seen to exert a moderating effect on all of the relationships hypothesized in the model. The implications for policymakers are discussed.
由于边界自身的吸引力以及能给两边居民带来诸多经济机会, 所以跨界旅游市场获得旅游业青睐。尽管该市场很重要, 但仅有少量研究发展该背景下的旅游者行为意图模型。通过研究旅游者造访跨界地区行为意图的前置原因, 本研究试图弥补这一知识缺口。基于文献综述提出旅游者行为意图的四个前置原因。具体而言, 本研究通过考察寻求新奇、感知的拥挤度、价值、满意度与行为意图之间的关系, 检验了旅游者造访跨界地区行为意图的综合模型。本研究调查了造访塞浦路斯尼科西亚和莱德拉街检查站的跨界国际旅游者(样本值 = 1401)。结构方程模型的结果显示, 寻求新奇、感知到的拥挤度和价值影响满意度; 感知到的低拥挤度影响行为意图; 价值影响满意度; 满意度影响行为意图。另外, 利用多群组分析检验了跨界旅游者的期望水平。旅游者的期望水平对模型中各种假设的关系有调节效果。最后讨论了本研究对政策制定者的启发。
Acknowledgements
Special thanks to Dr Lluís Prats for his insights. The authors would also like to acknowledge the three anonymous reviewers for their helpful comments and feedback.
Disclosure statement
No potential conflict of interest was reported by the authors.
Additional information
Notes on contributors
Judit Díaz-Sauceda
Judit Díaz-Sauceda is currently a fellow PhD student at the University of Girona, Catalonia, Spain. She graduated in tourism and then completed her Master's in tourism management and planning at the same university. Her research interests include tourist behavior, especially in cross-border areas.
Ramon Palau-Saumell
Ramon Palau-Saumell is currently a senior lecturer in the IQS School of Management at Ramon Llull University, Barcelona, Catalonia, Spain. His primary research interests are consumer behavior and tourism marketing.
Santiago Forgas-Coll
Santiago Forgas-Coll is currently an associate professor in the Department of Economics and Business Organization at the University of Barcelona, Catalonia, Spain. His main research interest covers all aspects of services and tourism marketing with a focus on consumer behavior.
Javier Sánchez-García
Javier Sánchez-García is a professor in the Department of Business Administration and Marketing at the Jaume I University, Spain. His research interests are services marketing, tourism marketing and consumer behavior.