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Are There 'Hygiene-Motivation' Factors In The Choice Of India As A Tourist Destination? A Structural Equation Modeling Approach

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  • Vlad Diaconescu

    (Bucharest University of Economic Studies, Bucharest, Romania)

Abstract

This study examines the role of motivational factors in the selection of India as a travel destination, using Herzberg’s two-factor theory of motivation (Hygiene-Motivation model) as a theoretical foundation. By examining how stereotypes about India influence tourists' decision making, this study categorises motivational factors into hygiene and motivation categories and examines their influence on destination choice. A survey conducted at the Romanian Tourism Fair in February 2019 with 729 participants forms the basis for this analysis. Structural equation modelling (SEM) was applied to assess the relationships between these factors. The study reveals two main types of factors that influence tourists: Hygiene factors (e.g. accessibility, comfort, food and overall quality of services) and motivational factors (e.g. cultural richness, scenic beauty and local traditions). The study shows that stereotypes about India play a crucial role in shaping tourists’ priorities — those who have negative stereotypes are more likely to focus on hygiene factors, such as ensuring that basic service expectations are met. In addition, while motivational factors still play an important role, elements such as natural beauty and cultural experiences take centre stage in the travel decision.

Suggested Citation

  • Vlad Diaconescu, 2024. "Are There 'Hygiene-Motivation' Factors In The Choice Of India As A Tourist Destination? A Structural Equation Modeling Approach," Cactus - The tourism journal for research, education, culture and soul, Bucharest University of Economic Studies, vol. 6(2), pages 22-29.
    • Handle: RePEc:bum:cactus:v:6:y:2024:i:2:p:22-29
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    References listed on IDEAS

    as
    1. Kock, Florian & Josiassen, Alexander & Assaf, A. George, 2016. "Advancing destination image: The destination content model," Annals of Tourism Research, Elsevier, vol. 61(C), pages 28-44.
    2. Devesa, María & Laguna, Marta & Palacios, Andrés, 2010. "The role of motivation in visitor satisfaction: Empirical evidence in rural tourism," Tourism Management, Elsevier, vol. 31(4), pages 547-552.
    3. Chen, Chun-Chu & Lai, Ying-Hsiao (Rebecca) & Petrick, James F. & Lin, Yueh-Hsiu, 2016. "Tourism between divided nations: An examination of stereotyping on destination image," Tourism Management, Elsevier, vol. 55(C), pages 25-36.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    stereotypes in tourism; Hygiene-motivation theory; destination choice; India; Structural Equation Modelling (SEM);
    All these keywords.

    JEL classification:

    • Z30 - Other Special Topics - - Tourism Economics - - - General
    • C10 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - General
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making

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