The impact of destination image and perceived risk on the selection of tour destination : a study of ecotourism in Bangladesh

Abstract

Ecotourism has been recommended for multiple outcomes that foster environmental protection in developing nations. Through careful management of natural resources and low-cost funding approaches, ecotourism has the potential to be a viable choice. It has been depicted as an environmentally and socially responsible type of tourism that may limit damage to the atmosphere and local communities while benefiting wildlife and serving as a form of entertainment for tourists. Tourism studies revealed that ecotourism in Bangladesh had several setbacks, resulting in environmental difficulties, the unwillingness to visit destinations and security issues. Therefore, this study aims to explore the critical concepts about the image of the destinations and a feeling of reluctance in selecting ecotourism destinations in the narrow and specific sphere. This study also places high importance on tourists’ motivation for travel and the impact of gender on travel decisions. More precisely, the relationship between the above constructs toward ecotourism expansion in developing countries like Bangladesh is rarely studied. The rising security fears and image issues for ecotourism destinations have become an escalating concern for ecotourism destination marketing in Bangladesh. It is generally agreed that the initial research offered specific unknown gaps concerned with numerous benefits, such as employment. This study also integrated a conceptual framework based on the theories of the “Stimulus-Response Model of Buyer Behaviour” and the “Push-Pull Model” to address this knowledge gap. The conceptual framework was then empirically verified to resolve the research problem. The mediating variable, “travel motivation”, combined with other constructs in the conceptual framework, had never been tested empirically in the context of ecotourism. However, this study adopted quantitative approaches with a structured survey questionnaire. The questionnaire was pretested, refined, and then finalised for the survey. A total of 364 usable responses were collected from tourists who visited Bangladesh’s ecotourism destinations. Eight hypotheses embodied the relationships between the constructs. The suggested hypotheses sought to uncover structural relationships among the five constructs in the model through a series of analyses using SPSS and AMOS (Version 25). The study’s findings revealed that most of the research hypotheses were well supported and contributed to the body of knowledge within tourism literature. It was advocated that an appropriate image would encourage tourists to visit Bangladesh’s ecotourism destinations. Acquiring an in-depth awareness of the multi-dimensional nature of risk is essential for tourists and ecotourism; otherwise, that may negatively influence tourists’ minds. The outcome of this study will encourage sustainable development, influence tourists’ decisions, and provide relevant knowledge about destinations for local and international tourists. Finally, it will also provide significant implications for the government of Bangladesh, ecotourism stakeholders and marketers to undertake specific efforts to promote Bangladesh ecotourism.