Relationship between visitor motivations, destination evaluation and future behavior intentions: The case of West Virginia

Sa？etak This study investigates the relationships between visitor motivations, destination evaluation and future behavior intentions. Data for the study were collected through a structured questionnaire from a purposive sample of pleasure travelers to the state of West Virginia during summer 2012. Structural Equation Modeling (SEM) was used to analyze the data in AMOS. Results showed some significant relationships between visitor motivation, destination evaluation and future behavior intention. Visitors whose motivation was to relax tended to be more concerned about the quality of all destination attributes including: tourism facilities, hospitality, supporting factors and core attractors, while adventure seekers seemed less concerned about the destination's supporting factors and hospitality. Destination's core attractors and hospitality are important for repeat visitation and destination recommendation, their evaluation was seen to significantly and positively impact future behavior intention. However, evaluation of destination's superstructure, facilities and supporting factors didn't significantly impact future behavior intention. It implies that while good facilities and infrastructure are necessary, by themselves, they don't increase repeat visitation or recommendations of the destination because these are qualities any destination can offer. Destination managers, therefore, need to understand what sets their destinations apart from the competition enough that visitors want to return and/or recommend the destination