Date of Conferral
Doctor of Business Administration (D.B.A.)
The turbulent events of the world have resulted in a decline in the number of travelers since 2011. Nevertheless, approximately one billion international tourists still travel annually.Tourist activity plays an important role in the global economic activity. The purpose of this correlational study was to examine if a relationship exists between destination images, push and pull motives to travel, and tourists' satisfaction. The target population consisted of noncitizen and nonresident tourists of the British Virgin Islands (BVI) between March 2017 and April 2017. Oliver's expectancy-disconfirmation theory that the individual will act in a particular way because the expectation that a certain outcome follows the act formed the theoretical framework for this study. Data were collected through a self-developed paper survey using existing Likert-scale questions based on prior research to measure the study variables. A convenience sample of 257 noncitizen and nonresident tourists of the BVI resulted in 247 participants with useable responses. Standard multiple regression analysis determined whether there was a relationship between destination image, push and pull motives to travel, and BVI tourists' satisfaction. The results indicated the 2 predictors, destination image and push and pull motives to travel, accounted for approximately 17% of the variation in tourist satisfaction (R2= .166, F(2,244)= 24.233, p<.001). Either destination image and push and pull motives to travelor both predictors had a significant relationship with tourist satisfaction. The implications for positive social change include employment opportunities through various tourism sectors and for the future development of tourism profitability and sustainability benefiting the local community.