Ties that bind tourists: embedding destination motivators to destination attachment: a study in the context of Kumbh Fair, India

Despite the deep cultural value and strong appeal to global tourists, the Kumbh Fair has not been explored much by researchers. This is even though the Kumbh Fair is crafting the tourism of India, thereby leading to its overall socio-economic development. This study aims to examine the determinants...

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Bibliographic Details
Published in:Asia Pacific journal of tourism research 2018-12, Vol.23 (12), p.1160-1172
Main Authors: Arya, Vikas, Sharma, Sahiba, Sethi, Deepa, Verma, Hemraj, Shiva, Atul
Format: Article
Language:English
Subjects:
attitude towards destination
destination attachment
destination branding
destination image
Destination motivators
intangible cultural heritage
Kumbh Mela-India
online communities
tourism in India
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Summary:Despite the deep cultural value and strong appeal to global tourists, the Kumbh Fair has not been explored much by researchers. This is even though the Kumbh Fair is crafting the tourism of India, thereby leading to its overall socio-economic development. This study aims to examine the determinants of tourist motivation, such as ads awareness, destination image and online-communities, which provoke tourists to have attachment with the destination more closely. The study found the tourists' attitude as a complementary mediation and spiritual stimuli as a mediating moderator are positively impacting on the significant relationship of destination motivators and destination attachment.
ISSN:1094-1665
1741-6507
DOI:10.1080/10941665.2018.1528992