The Influence of International Tourists’ Destination Image of Pakistan on Behavioral Intention: The Roles of Travel Experience and Media Exposure

Abstract

ABSTRACT The aim of this study was to examine how international tourists’ destination image of Pakistan influences their behavioral intention and travel experience. The mediating effect of travel experience and the moderating effect of media exposure in this relationship was also investigated. Data from international tourists were collected online and analyzed using structural equation modeling. The results revealed that destination image has a significant impact on both travel experience and behavioral intention. Moreover, travel experience and media exposure significantly mediate and moderate, respectively, the link between destination image and behavioral intention. This paper enhances the current understanding of tourists’ intention to visit or revisit Pakistan based on their destination image, travel experience, and biased media.