An Exploratory Attitude and Belief Analysis of Ecotourists’ Destination Image Assessments and Behavioral Intentions

Colombia is noteworthy as a biodiversity hotspot, featuring an extraordinary number of endemic orchids, birds, and butterflies. This exploratory study examined how the perceptions of destination image, considering the cognitive and affective image, can be a predictor or positive influencer of behavioral intentions of ecotourists through symmetric data analysis. The success of a birdwatching destination can be attributed more to the development of a positive overall image, by having a direct and strong influence on behavioral intentions, indirect effects such as affective image can also be identified such as intention to visit and intention to recommend. Using partial least squares (PLS), the author(s) analyzed 64 survey responses collected of rural areas from an invitation made to associations of professional birdwatchers, including a new 15-statement scale specialized on birdwatching as a result of personal interviews with tourism management professionals and entrepreneurs who are experts in birdwatching. The findings supported the reliability of the model, and symmetric analysis presented the higher influence of emotions and affections in increasing intentions of recommendation, considering birdwatching as based on personal relationships. Additionally, the cognitive image for the birders despite representing destination attributes did not have the same impact on behavioral intentions. Therefore, managers should develop positioning strategies based on the generation of emotions.