The Mediating Effect of Tourists Expectations between Cognitive Image and Visit Intention among the Tourists in Pakistan
Authors
ABDUL NASAR, GHAYYUR QADIR, MEHWISH and YASIR KHAN
Abstract
Cognitive image has led the tourism and hospitality industry to serve its customer with more creative and better ways and arouse their interest in the destinations by exciting their imagination. It is nearly impossible to consider a destination without also acknowledging its people as well as the relationship visitors have with such residents. The study aims to examine mediating effect of tourists’ expectations between cognitive image and visit intentions of the visitors in the northern areas of Pakistan. A quantitative approach was employed by taking an adopted questionnaire to collect data from the target respondents. The study used convenient sampling technique as the unknown population size. A total of 220 questionnaires were distributed among the respondents wherein only 180 were returned. The gathered data was coded, labeled and run through SPSS V25 using Preacher and Hayes (2013) mediation model 4. The results found that tourists’ expectations plays partial mediation role between cognitive image and visit intentions. Implications for theory and practice along with limitations and future research opportunities are discussed at the end of the study.
