The document presents a study that examines the impact of destination personality, perceived quality, and customer satisfaction on tourists' behavioral intentions in India. It develops a conceptual model relating these factors and hypothesizes their relationships. An online survey was conducted and the data was analyzed using structural equation modeling. The results showed that customer satisfaction, destination personality, and perceived quality directly impact behavioral intentions. Customer satisfaction also mediates the relationship between perceived quality and behavioral intentions. The study contributes a model for understanding how these factors influence tourists' revisit and promotion intentions.

1. Impact of Destination personality, Perceived Quality and Customer Satisfaction on the Behavioral
intention of a tourist place – A study in the Indian context
SREEKUMAR UNNI
CB.BU.P2MBA14061
AMRITA SCHOOL OF BUSINESS, COIMBATORE
Supervisor : Dr Sangeetha Gunasekar
Co Supervisor : Dr Deepak Gupta
c
Research Question
•To find the impact of Destination personality,
Perceived quality and customer satisfaction on
the behavioral intention of a tourist.
Conceptual Model
Perceived Quality: Quality in tourism is
created by the processes of service delivery
and is the result of a consumer’s view of a
bundle of service dimensions, some of which
are technical and some of which are
functional in nature
Behavioral Intention : Revisit Intention and
Word of mouth promotion
Research Methodology
•Questionnaire design
•Online Survey
•Quota Sampling
• The collected data was coded and analyzed
using STATA
Hypotheses
H1:Destination personality has an
impact on customer satisfaction
H2:Destination personality has an
impact on Behavioral intention
H3: Perceived Quality i has an impact on
customer satisfaction
H4: Perceived Quality has an impact on
Behavioral intention
H5:Customer satisfaction has an impact
on behavioral intention
Descriptive Statistics
Introduction
Tourism and hospitality sector is
among the top 15 sectors in India to
attract FDI. In 2010 India crossed the
5.58 million arrivals mark of foreign
tourists and the domestic tourist flow
in the country in 2009 was estimated to
be 650 million.
Literature Review
[1]The study talks about the influence
of destination attributes like
accessibility, amenities, attractions and
ancillary services on perceived quality
and the influence of perceived quality
on the constructs like word of mouth
promotion and behavioral intentions.
The scales for measuring perceived
quality , behavioral intention and
visitor satisfaction were adopted from
this study.
[2] The research paper talks about the
construct of destination personality
that has an impact on tourist
destination identification and also on
customer satisfaction and behavioral
intention. The scales to measure
destination personality was adopted
from [3].
[4]The paper talks about the influence
of push and pull motivation factors on
customer satisfaction and behavioral
intentions.
Research Gap
•The existing research show the impact
of destination personality on customer
satisfaction and behavioral intentions
•There are other studies that show the
impact of perceived quality on
customer satisfaction and behavioral
intentions
•This study hopes to understand how
both Destination Personality and
Perceived Quality directly and
indirectly through Customer
Satisfaction impact Behavioral
Intention.
Constructs& Scales
Destination Personality :
(Ekinci and Hosany; 2006) destination
personality as “the set of personality
traits associated with a destination”
Research shows that touristic
destinations can evoke strong symbolic
values that usually describe humans (e.g.,
outgoing, fun, friendly, or boring)
Satisfaction :is defined as customers’
judgments about products or service
fulfillment (Oliver, 1993; 1997). One of
the key elements of destination
marketing success is tourist satisfaction
because it influences the choice of
destination and the decision to revisit

2. c
Empirical Methodology
•A confirmatory factor analysis was
performed for each scale .
•The significant scales were used for
performing Structural equation modeling
Result of SEM
Interpretations
•Customer Satisfaction, Destination
Personality and Perceived Quality have a
direct impact on Behavioral Intentions
•Customer Satisfaction mediates the relation
between Perceived Quality and Behavioral
Intentions
•There is no impact of Destination Personality
on Customer Satisfaction this shows that
Customer Satisfaction has no mediating effect
on Destination Personality .
•There is impact of Perceived Quality on
Customer Satisfaction and Behavioral
Intentions , this shows there is a direct and
indirect impact.
Research Contribution
•A conceptual model that explains the
impact of Destination personality,
Perceived quality and customer
satisfaction on the behavioral intention
•The impact of customer satisfaction as a
mediating variable between Destination
personality, Perceived quality and
behavioral intention .
•A part of the study was accepted in the
5th IEEE conference on “Wireless
communication and signal processing” –
ICCSP ‘16
Industrial Contribution
•The model can help the tourism
providers in the quality standards
expected by the tourists and can deliver
them for better satisfaction
•Destination personality can help in
promotion and advertising of a tourist
destination
Limitations of the Study
•The model can include more constructs
that can strengthen the study
•Some scales adopted from foreign studies
had less relevance in the Indian context
Revised Model
References
[1] Žabkar, V., Brenčič, M. M., & Dmitrović, T.
(2010). Modeling perceived quality, visitor
satisfaction and behavioral intentions at the
destination level. Tourism Management,
31(4), 537–546.
[2] Hultman, M., Skarmeas, D., Oghazi, P., &
Beheshti, H. M. (2015). Achieving tourist
loyalty through destination personality,
satisfaction, and identification. Journal of
Business Research, 68(11), 2227–2231.
[3] Aaker, J. L. (1997). Dimensions of Brand
Personality. Journal of Marketing Research,
34(3), 347
[4] Yoon, Y., & Uysal, M. (2005). An
examination of the effects of motivation and
satisfaction on destination loyalty: a
structural model. Tourism Management,
26(1), 45–56.