Pull-Extrinsic and Push-Intrinsic Motivations Effect on Destination Image Formation: The Moderate Effect of Tourists' Experiences

To date, very little attention has been paid to the antecedents of the image of the destination in a non-western context. This study employed the pull-extrinsic and push-intrinsic motivations theory to examine tourists' experiences as a potential moderating factor in the indirect relationship between extrinsic motives associated with the destination on one hand and tourists' intrinsic motives and the destination image on the other. Using Smart PLS and PROCESS macro, the analysis of data obtained from 613 tourists of different nationalities revealed that second-order extrinsic motives associated with the destination directly impact tourists' intrinsic motivations and the destination image. The findings also show that tourists' experiences decrease the direct link between extrinsic motives and the destination image for first-time visitors compared to repeat visitors. In contrast, it increases the direct link between tourists' intrinsic motives and the destination image for repeated visitors compared to first-time visitors. The study's results have important implications for destination marketing managers from a practical standpoint.