The effects of attributes, consequences and values in the form of a cognitive structure on behavioral intentions

A comprehensive study of consumer behavior is the prerequisite for the formulation of effective marketing strategies. The destination image and behavioral intentions, along with the relationship between them, are still attractive topics for academics and nonacademics involved in the tourism marketing sector. The purpose of this study is to explain behavioral intentions based on the cognitive structure of the destination image. In this study, for the first time, the cognitive dimension of the destination image was used with more abstract levels of attribute, consequence, and value. The statistical population of the study consisted of the senior tourists living in Shiraz. As many as 305 people were selected by random cluster sampling, and they responded to a researcher-made questionnaire. The collected data were analyzed using structural equation modeling. The research findings confirmed the significant relationship between the cognitive structure of the destination image and behavioral intention and its dimensions. The results of the research can be used to create a better understanding of the behavior of senior tourists in Iran and to formulate effective marketing strategies for the emerging market of Iran's senior tourism.