A test of a theoretical model of consumer travel behaviour: German consumers’ perception of Northern Ireland as a tourist destination

Abstract

Data for this study were collected from German travel consumers at the ITB Travel Trade Fair in Berlin, Germany. The subsequent study empirically tested the influences of information source and travel experience on the perception of Northern Ireland as a safe place. In addition, the influences of information source and travel experience were tested in relation to the perception of Northern Ireland as a travel destination. Some sources of information about Northern Ireland were found to have a positive influence on perceptions, while one (direct mail) had a negative influence on the perception of Northern Ireland as a safe place. The only aspect of travel experience that had a significant influence on the perceptions of travel consumers was whether respondents had visited Northern Ireland before.

The eventual premise that was examined was the effect that these previous two perceptions might have on a German travel consumer’s behavioural intentions toward visiting Northern Ireland in the future. The model developed by Lennon et al. in 1999 depicts these relationships. The study supported the influence of the travel consumers’ perceptions of Northern Ireland as a safe place and as a German travel destination on future behavioural intentions to visit Northern Ireland.