Understanding Motivational Factors for Tourist Intention to Visit Botanical Destination: Does Industrialisation Matter?

Mahmoud Abdulai  Mahmoud

Mahmoud Abdulai Mahmoud Department of Marketing and Entrepreneurship, University of Ghana Business School, University of Ghana

Keywords: Botanical tourism, Knowledge, Utilitarian, Social-adjustive, Value-expressive, Ego-defensive, Industrialisation, Intention to visit

Abstract

This study aimed to investigate the motivational factors that affect the intention to visit botanical destinations, and how industrialisation moderates the relationships. The quantitative research approach was applied in this study with a sample of 220 participants using a scenario-based approach. The data collected were analysed utilising STATA Structural Equation Modelling (SEM) version 14. The results revealed that knowledge, social-adjustive, value-expressive, ego-defensive, and industrialisation positively and significantly affect intention to visit. Additionally, industrialisation plays a positive significant moderating role between knowledge, social-adjustive, ego-defensive, and intention to visit respectively. This study provides insights into how to utilise functional approaches, such as knowledge, social-adjustive, value- expressive, and industrialisation as tools in promoting intention to visit botanical destinations. This study is among the few studies that utilised the functional theory in understanding the intention to visit botanical destinations, and it is one of its kind to introduce industrialisation within the context of botanical tourism.