Investigating the Intention of Tourists to Travel to the World Heritage Destination: The Mediating Role of Familiarity

Tourists' intention to visit the Great Himalayan National Park (GHNP) is significantly influenced by destination image and preference for local homestays, with familiarity acting as a key mediator. This study, using the S-O-R framework and data from 1,020 Indian respondents, reveals that enhancing familiarity through authentic information can shape positive perceptions of lesser-known destinations. Such an approach could promote sustainable tourism, fostering rural employment while allowing tourists to experience local hospitality. Policymakers are urged to focus on campaigns that highlight the GHNP's unique biodiversity and cultural appeal.

Mehta, P., Chakraborty, D., Khorana, S., Rana, N. P., & Seetaram, N. (2024). Investigating the Intention of Tourists to Travel to the World Heritage Destination: The Mediating Role of Familiarity. FIIB Business Review. https://doi.org/10.1177/23197145241241959