Attribute perception and tourist’s choice for wildlife tourism destination

Abstract

Purpose This study investigates the relationships of visitors’ recreational experiences and their future behavior for the wildlife destinations of Assam, a North-Eastern state of India. Design/methodology/approach Recreational experiences have been measured through the visitors’ perceptions on various destination characteristics. The future behavior of the visitors is measured by considering two indicators in the forms of revisit and recommendation to others. Primary data, collected from two wildlife destinations have been analyzed by using structural equation modeling technique. Findings The empirical results have revealed the influence of destination characteristics on visitors’ future behavior, where perceptions mediate the relationship. Practical implications The findings suggest the adoption of policies to create positive perceptions on destination attributes and product oriented promotional strategies toward making wildlife destinations more competitive. The study also provides implications for tourism literature by suggesting an integrative approach for better understanding of tourists’ future behavior. Originality/value The study is based on primary data collected from two wildlife destinations of Assam. The investigation will help to adopt policies to make wildlife destinations more competitive.