Assessing the Impact of Perceived Risks and Constraints on the Destination Image and Travel Intentions of Taiwanese Tourists Considering India

Abstract

Taiwan is one of the most significant source sources of tourists in Asia, both in terms of number of tourists making trips abroad and the amount of money spent abroad by tourists. India is one of the countries in Asia that is influential in terms of geography, culture, and economy. Yet, the number of Taiwanese travelling to India is minuscule compared to those travelling to other Asian countries. This study examines the relationship among perceived risks, perceived constraints, destination image, and intention to visit India of potential Taiwanese tourists. Convenience sampling was adopted for this study, and the questionnaires were distributed online by Google Forms in Taipei from May 6 to June 10, 2023, for data collection. Factor analysis, reliability test, validity test, and partial least square structural equation modeling were used for data analysis. The findings showed that destination image had a positive influence on intention to visit; perceived risks had a negative impact on both destination image and intent to visit; perceived constraints had a negative effect on both destination image and intent to visit; and destination image had a mediating effect between perceived risks/constraints and intention to visit.