Research on the relationship between novelty and travel intention is lacking. This study attempts to fill this gap by developing a theoretical model to explain how novelty influences travel intention through two mediating paths: brand equity and tourist motivation.
In this study, data were collected from 466 foreign visitors to Taiwanese night markets. To test the model, the authors applied structural equation modeling (SEM) to identify the critical attributes that predicted foreign tourists' travel intentions.
The SEM analysis indicated that novelty in tourism management was related to brand equity and intrinsic motivation, which increased foreign tourists' travel intentions and offered advantages for highly competitive, high-density night markets in Taiwan. In addition, brand equity was an important mediator that connected novelty and tourists' travel intentions. Finally, novelty indirectly affected travel intention and intrinsic motivation through brand equity.
There may exist potential moderators in the relationships among the brand equity and travel intention categories. Future research studies could explore whether any moderators influence the relationship mechanisms examined in this study.
This research expands on previous research studies that have focused on the value of travel intention. Furthermore, the study uses brand equity theory (BET) and the theory of planned behavior (TPB) to examine the mediating effect of intrinsic motivation on the relationship between novelty and travel intention.
This study was funded by the National Natural Science Foundation of China (grant nos. 71972065, 71872152 and 71602163) and Top 100 Innovative Talents Program of Universities in Hebei province (grant no. G2019202307).
Zhang, Y., Li, J., Liu, C.-H., Shen, Y. and Li, G. (2021), "The effect of novelty on travel intention: the mediating effect of brand equity and travel motivation", Management Decision, Vol. 59 No. 6, pp. 1271-1290. https://doi.org/10.1108/MD-09-2018-1055
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