The relationship between travel constraints and destination image: A case study of Brunei

This study evaluated the relationship between travel constraints and destination image of young travelers to Brunei. This study found a significant relationship between destination image and travel constraints during the early decision-making process. This study concluded travel constraints impact on the formation of destination image during the early decision-making process. Study results contribute to the body of knowledge in two areas. First, four dimensions of travel constraints and three dimensions of perceived destination image were identified. In addition to the 3-dimension hierarchal constraints (structural, intrapersonal, and interpersonal), a new constraint dimension (unfamiliar cultural constraints) was revealed. Second, this study confirmed the relationship between travel constraints and destination image. Relatively few studies address the role of travel constraints to the formation of destination image. This is the first study providing empirical evidence demonstrating Brunei’s destination image and travel constraints impact young travelers during the early decision-making process.