The study of effective factors on visitor's behavioral intentions in tourist destinations

The perception of visitor's behavioral intentions is of great importance for destination managers and marketers. The present study is about to study the effective factors on visitors behavioral intentions in tourist destinations,which examines the effect of destination attributes, perceived quality of destination offerings, perceived valueand satisfaction on behavioral intentions. The sample of the current study considersall the visitors of Torghabe tourist destination in Mashhad city in the summer of 2011 and chooses 494 visitors randomly. The research questionnaire was developed by theresearcher after confirming the validity and reliability of data and then followed by their distribution; finally data collection was done through structural equation modeling and analyzed in LIZREL software.the results shows destination attributes have direct positiveeffect on perceived quality of destination offerings; and on the other hand, perceived value and satisfaction are under direct effect of perceived value. Furthermore, the positive direct effect of perceived value and satisfaction on behavioral intentions was confirmed. The results also indicated that visitors perceived value of destinationofferings has an indirect effect on behavioral intentions through mediating variables of satisfaction and perceived value.