| Abstract [eng] |
83 pages, 11 tables, 1 picture, 154 references The purpose of this paper is to determine the influence of push and pull travel motives and perceived risk on intention to visit domestic travel destinations. This paper consists of three main parts – analysis of literature, preparation of research methodology, and results, recommendations. In the literature analysis part, the most important concepts of this paper – travel motives and perceived risk - are analyzed. The main push (relaxation and escape, knowledge enhancement, socialization) and pull (accessibility, nature, hotels and services) travel motives and perceived risk (financial risk) relevant in domestic travel are identified with the help of previous study. Based on the theory and previous study, the most fitting consumer behaviour conceptual model was determined and a new research model was created. The basis of this model is Perugini and Bagozzi‘s (2001) Model of Goal-dirrected Behavior (MGB). It was broadened with relevant factors for this study – travel motives and perceived risk. Based on this model and previous research, the hypotheses of this study were formed. After determining the research methodology, a quantitative study was conducted. The research instrument is a structured online survey. Respondents‘ opinions were measured with constructs that were used and validated in previous studies. The questionaire consists of 10 questions and 13 different constructs. 260 respondents participated in this study but out of them, 252 properly filled questionaires were used. The results showed that the travel motives – relaxation and escape, knowledge enhancement and accessibility have a possitive influence on the attitude towards the domestic travel. Percieved financial risk has a negative effect on the attitude towards domestic travel and towards perceived behavioral control. This study also confirmed the validity of Perugini and Bagozzi‘s (2001) MGB model, as all relations in the original model were confirmed. According to the author of this paper, the results of this study are relevant not only for subsequent studies of Lithuanian domestic tourism, but also for tourism businesses. Information about the impact of travel motives and perceived risk on tourists’ behaviour is important for making strategic business decisions and planning marketing activities. |
