Behavioral responses of 3S tourism visitors: Evidence from a Mediterranean Island destination

• Published in: Tourism management perspectives 2020-01, Vol.33, p.100624, Article 100624
• Main Authors: Alipour, Habib, Olya, Hossein G.T., Maleki, Pegah, Dalir, Sara
• Format: Article
• Language: English
• Subjects: 3S tourism; Attitudes; North Cyprus; Visit intentions; Word of mouth
• ISSN: 2211-9736; 2211-9744
• DOI: 10.1016/j.tmp.2019.100624

This empirical research deepens the current knowledge of tourism destination images by conceptualizing the effects of sun, sand, and sea (3S) tourism. The study investigates its impact on tourist attitude toward 3S tourism. This project also examines the impact of attitudes toward 3S tourism on visit intentions and word-of-mouth intentions as two behavioral outcomes. The study focuses on the mental representations of 3S tourism by tourists. Destination images (mental representations of destinations) can be defined, operationalized, and measured in a variety of ways; this study investigates the images and attitudes held by tourists toward 3S tourism in Cyprus, along with their desired behavioral responses. In the study, 410 survey questionnaires were administered to tourists during the summer of 2017. The results revealed that images of 3S tourism had a positive impact on tourist attitudes. Visit intentions and word-of-mouth intentions were enhanced by improving tourists' attitudes toward 3S tourism. [Display omitted] •3S (sun, sea and sand) attribute plays an important role as a determining factor in tourists motivation to visit a destination.•3S tourism is a leading attribute for island destinations.•Destination managers and planners should appreciate 3S tourism attribute and sustain a high quality 3S resources.