Antecedents of Behavioural Intentions: Understanding Destination Marketing And Customer Experience

This study integrates various streams of scholarly thought from tourism and marketing in an effort to study customers experience and their behavioral intentions to participate in Indigenous tourism. Using destination image theory, the study proposes that tourists’ behavioral intentions are dependent on a set of factors related to tourists’ motivations, Indigenous tourist attractions, destination image, and tourist experience. In doing so, this study addresses several gaps in the scholarly research and provide critical understanding customer journey within Indigenous tourism settings, with implications for both future research and industry practice.