Relationship among destination image, place attachment, and tourist motivation for Oklahoma State Parks

Abstract

This study attempted to determine the relationship among three constructs of destination image, place attachment, and tourist motivation in order to provide a better understanding of Oklahoma State Parks as tourist destinations. Objectives for the current study included: identifying tourists' cognitive and affective images of Oklahoma State Parks; exploring the place attachment of Oklahoma State Park tourists; and examining the influence of destination image and place attachment on tourists' motivation for visiting the parks. To provide more effective marketing strategies for sustainable tourism, it was worthwhile to examine the relationship among the three concepts simultaneously. Data were collected using an online survey, and 768 usable responses of tourists to three Oklahoma State Parks were utilized for examining the hypothesized model of the relationship among destination image, place attachment, and tourist motivation. An exploration of these relationships was achieved using structural equation modeling. The findings revealed that the three constructs of destination image, place attachment, and tourist motivation were applicable to Oklahoma State Park tourists. The current study supported place attachment as a three-dimensional construct including: place identity, place dependence, and social bonding, and destination image as a one-dimensional construct including cognitive image. Findings suggested that place attachment of Oklahoma State Park tourists significantly influences their motivation for visiting the park. The results also confirmed that cognitive image of Oklahoma State Parks had a significant influence on the development of place attachment and tourist motivation. Overall, the results indicated that integrating the concept of place attachment with destination image could facilitate the understanding of motivation for visit.