Antecedents of behavioural intention of destinations. On the example of the Silberregion Karwendel

      Аннотация: Traveller behaviour is a commonly studied theme by tourism researchers. Due to the fact that there are many variables that influence tourists and not all tourists act accordingly, this research field provides challenging opportunities for further exploration. The success of tourism businesses lies in understanding their customers’ needs and wants. This study investigates the effects of destination product – offer – on tourists’ satisfaction and their behavioural intentions. Using survey data, which was collected online and offline from 251 visitors in winter season 2014/2015 in Silberregion Karwendel, a theoretically derived model was examined. This applied model was established to explain the relationships between three variables: offer, satisfaction and behavioural intention (revisit and recommend). The hypotheses tested were confirmed and the results showed that the offer has a certain impact on visitors’ satisfaction and this consequently has an influence on returning to and recommending the destination. Furthermore, a visitor profile had been analysed and the three groups of tourists identified were elaborately described.

Ключевые слова: Consumer behaviour, Tourism Destination, Customer Satisfaction & Loyalty, Silberregion Karwendel