A master thesis from Aalborg University
Tourist Attitude and Perception Towards Proximate Tourism. A study from the Baraha region, Nepal.: Tourist Attitude and Perception Towards Proximate Tourism. A study from the Baraha region, Nepal.
[Tourist Attitude and Perception Towards Proximate Tourism. A study from the Baraha region, Nepal.]
Author(s)
Term
4. term
Education
Publication year
2024
Submitted on
2024-05-29
Pages
51 pages
Abstract
Purpose: This master’s dissertation aims to explore the impact of TPB factors “attitude, subjective norms, perceived behavior control” along with destination image and prior experience on travel intention to the Baraha region of Nepal as a proximate tourist. Theory and methodology adopted: A theory of planned behavior (TPB) theory was adopted as a theoretical framework. A mixed-method approach was adopted, and the quantitative method incorporates online survey questionnaires using a 5-Likert scale to measure TPB components, tourists' prior experiences, and the perceived destination image of the Baraha region. A total of 427 responses were collected. Meanwhile, the qualitative component implied email interviews using structured interview questionnaires, which were analyzed via thematic analysis. Meanwhile, structural equation modeling (SEM) was adopted to analyze quantitative data. Dissertation Findings: Firstly, quantitative results found a significant positive association between TPB factors and tourist travel intention to visit the Baraha region, with PBC (0.229), destination image (0.221), prior visit experience as a proximate tourist (0.218), tourist attitude towards Baraha region (0.206), and subjective norms (0.157) respectively in a pecking order from high-to-low impactful. Qualitative findings were found to align with the outcomes of quantitative results, highlighting the importance of the Baraha region's favorable image and prior experiences of proximate tourism in shaping the inclination to visit this region. In referring to tourists' perceived behavioral control, tourists were found to express high confidence in managing and navigating their travel logistics, increasing their intention to travel to the Baraha region.
Documents
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