Determinants of travelers' image and desire toward animal tourism

This study explores the kinds of travel values that promote participation in animal tourism and discovers the role of animal welfare literacy in the relationships among attitude, satisfaction, image, and desire. This study also identifies optimal configurations and necessary conditions that lead to desire for animal tourism. Excitement is a significant travel value for travelers who enjoy animal-related tourism, and inner and outer directed travel values are determinants of satisfaction. Attitude, satisfaction, and image play a critical role in generating intentions. The results suggest two casual recipes for the desired outcome and indicate the importance of satisfaction and image.