Investigating non-visitors’ intentions to travel to a long-haul holiday destination

This article aims to expand our understanding of the main drivers of traveler’s intention to visit a long-haul holiday destination drawing on a model of consumer-based brand equity. The authors propose and test a conceptual model using data from a sample of 152 Chilean travelers who have not visited Australia previously. The findings show that the image and value of Australia are positively and significantly related to Chilean traveler’s intention to visit this destination for holidays. Awareness of Australia has only an indirect effect on intentions to visit this destination through its effect on brand image. Finally, perceptions of brand quality were not significantly related to Chilean traveler’s intention to visit Australia for holidays. This study contributes to the tourism and leisure literature by identifying the main drivers for attracting long-haul potential travelers who have not visited the destination previously.