CONCEPTUALIZING INTENTION TO TAKE A VACATION FORM TO UNDERSTAND NONCUSTOMERS
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Understanding current noncustomers has been argued to be a key to sustainable success. In this study, a conceptual model is developed based on models and theories on destination image/choice, leisure constraints, and goal-directed behavior to enhance our understanding about current noncustomers. It is proposed that by examining how the main drivers of nonchoice behavior are related to perceptions of performing a given behavior (e.g., taking a particular vacation form) or perceived constraints (e.g., lack of time or money), would assist tourism businesses and destination managers in developing markets in an innovative way beyond focusing on competition.
Journal of Travel & Tourism Marketing
author list (cited authors)
Park, S., & Petrick, J. F.
complete list of authors
Park, Sun‐Young||Petrick, James F