TRAVELLERS' ATTITUDE AND THEIR INTENTION TO VISIT REYKJAVIK

摘要

Knowing what influences travellers' decision making process is important in destination branding. Previous researches have demonstrated a connection between travellers' attitude towards a destination and their intention to visit, as those who perceive the destination favourably are more likely to visit. The research objective is therefore to explore if such connection occurs, based on individuals' attitude towards various attributes concerning Reykjavik as a destination. The findings are based on a quantitative research, which was conducted from results from qualitative focus groups with foreign travellers in Reykjavik. Participants were asked to evaluate their perception of Reykjavik as a travel destination based on various attributes and characteristics, as well as if they were likely to visit the city in the future. The paper concludes that there is a significant connection between the attitude participants had on Reykjavik as a travel destination and their intention to visit the city, as the more positive they were towards the city, the more likely they were to travel there. The results also demonstrated where the connection was stronger and were it was weaker, indicating which attributes are more important in the decision making process and which have little or no impact in travellers' intention to visit Reykjavik in the future.