This study aims to investigate the moderating effect of travel motivation on the relationship between perceived risks, travel constraints and visit intention of young women travelers.
A quantitative study was performed, and data were collected from 416 female university students using convenience sampling. Structural equation modeling with partial least square approach was used to test the research hypotheses.
The findings revealed that travel motivation has a moderating effect by weakening the negative relationships between physical risk, structural constraints and visit intention.
The findings of this study provide useful insights for destination managers about the influence of travel motivation on the behavioral intention of young women travelers in the case of higher perceptions of travel risks and constraints.
Literature has discussed the intervening role of travel motivations in different contexts. However, studies are scarce in examining the effect of travel motivation in weakening the negative influence of high perceptions of risks and constraints on intention to visit.
