Assessing visitors' motivations: An empirical investigation into the attitudes and intentions behind visiting Kathmandu region.
Authors
Kharal, Sujan ; Thapa Magar, Ambika
Term
4. term
Education
Publication year
2024
Pages
110
Abstract
Denne afhandling undersøger, hvad der motiverer rejsende til at besøge Kathmanduregionen, og hvilke holdnings- og adfærdsfaktorer der former deres intention om at tage dertil. Med udgangspunkt i teorien om planlagt adfærd fulgte studiet en positivistisk, deduktiv, kvantitativ tilgang. Data blev indsamlet via et online spørgeskema og analyseret med multipel lineær regression; 282 gyldige besvarelser blev opnået ved hjælp af en eksponentiel snowball-samplingmetode for at nå deltagere, der opfyldte kriterierne. Resultaterne viser, at subjektive normer og oplevet adfærdskontrol er positive og signifikante prædiktorer for intentionen om at besøge Kathmandu. Destinationsrelaterede faktorer spiller også en markant rolle: et positivt destinationsimage og større bekendtskab med Kathmandu er blandt de stærkeste positive påvirkninger. Derimod havde den overordnede turistattitude til Kathmandu ikke nogen signifikant effekt og var negativ. Med hensyn til motivationer og informationskilder var udforskning af kulturarv og arkitektur den hyppigste primære motivation (omkring hver fjerde respondent), og sociale medier var den foretrukne kanal til rejseinformation. Disse resultater antyder, at destinationsorganisationer og lokale myndigheder kan styrke besøgsintentioner ved at forbedre Kathmandus image, øge kendskabet og udnytte sociale medier, hvilket kan bidrage til at modvirke ugunstige holdninger.
This thesis examines what motivates travelers to visit Nepal’s Kathmandu region and which attitudinal and behavioral factors shape their intentions to go. Guided by the theory of planned behavior, the study followed a positivist, deductive, quantitative design. Data were collected via an online questionnaire and analyzed with multiple linear regression; 282 valid responses were obtained using an exponential snowball sampling approach to reach eligible participants. The results indicate that subjective norms and perceived behavioral control are positive, significant predictors of intention to visit Kathmandu. Destination-related factors also matter: a favorable destination image and greater familiarity with Kathmandu are among the strongest positive influences. By contrast, overall tourist attitude toward Kathmandu did not show a significant effect and was negative. Regarding motivations and information sources, heritage and architectural exploration was the most common primary motive (about one in four respondents), and social media was the preferred channel for travel information. These findings suggest that destination managers and local authorities can strengthen visit intentions by improving Kathmandu’s image, building familiarity, and leveraging social media outreach, which may help counteract unfavorable attitudes.
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