Destination image and tourist motivations as antecedents of tourist engagement

Abstract

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.