Original scientific paper
https://doi.org/10.20867/thm.31.3.4
Investigating intentions to visit sarajevo city: Expanding the theory of planned behavior
Ahmed Chemseddine Bouarar
; Professor University of Medea, Finance and Accounting Department, Algeria
Kamel Mouloudj
orcid.org/0000-0001-7617-8313
; University of Medea, Algeria
*
Amra Čaušević
; Associate Professor University of Sarajevo, Bosnia and Herzegovina
Smail j Mouloud
orcid.org/0009-0003-0682-4430
; PhD in Accounting & Audit University of Medea, Finance and Accounting Department, Algeria
* Corresponding author.
Abstract
Purpose – Attracting visitors to urban cities, especially capital cities, requires further
investigations on the drivers of international tourists’ behavior. In this context, this paper aims
to predict the intention of Algerian tourists to visit Sarajevo City.
Methodology/Design/Approach – The study integrates destination image, electronic word-ofmouth (eWOM), and perceived risk into the Theory of Planned Behavior (TPB). Data was
collected through a self-administered questionnaire from a convenient sample of 245 Algerian
tourists. We used hierarchical multiple regression to test our hypotheses.
Findings – The study found that Algerian tourists hold positive attitudes and view Sarajevo
City favorably. The intention to visit Sarajevo is strongly influenced by perceived behavioral
control (PBC), the city’s image, attitudes, positive eWOM, and subjective norms. Interestingly,
perceived risk does not significantly impact the intention to visit.
Originality of the research – This paper offers valuable insights for stakeholders including
tourism agencies in Algeria and Bosnia. Moreover, it is the first study from Africa to explore
tourists’ intentions towards Sarajevo City by expanding the TPB framework.
Keywords
Destination image, Electronic word of mouth, Marketing cities, Perceived risk, Urban tourism
Hrčak ID:
334555
URI
Publication date:
22.8.2025.
Visits: 197 *