Destination image and tourist motivations as antecedents of tourist engagement

Abstract

Purpose This paper aims to establish the causal relationship between destination image and tourist motivation and engagement. Design/methodology/approach A causal model with seven hypotheses was tested into a sample of 438 domestic tourists in Acapulco (Mexico). Findings Cognitive destination image is the main antecedent of tourist engagement, exerting an important direct and indirect effect through push and pull motivations. Affective image also exerts a direct effect on tourist engagement and an indirect effect through push and pull motivations. Only pull motivations exert an influence on tourist engagement. Research limitations/implications The study is based on domestic tourists at a sun and beach destination. Practical implications Destination management organisations should invest in the care, improvement and promotion of tourism resources. Online and offline communication campaigns should be based on tourism resources and experiences. Originality/value This paper fulfils three research gaps: destination image is associated with tourist engagement; tourist motivations affect tourist engagement; and destination image is associated with tourist motivations.