The relationship between travel constraints and destination image: A case study of Brunei Huei-Ju Chen a, * , Po-Ju Chen b, 1 , Fevzi Okumus b,1 a Leisure and Recreation Management Department, National Kaohsiung University of Hospitality and Tourism, No.1, Sung-Ho Rd., Shiao-Kang, Kaohsiung 700, Taiwan, ROC b Hospitality Services Department, Rosen College of Hospitality Management, University of Central Florida, Orlando, FL, USA highlights < Assessed the relationship between travel constraints and destination image of Brunei from the young travelers’ perspective. < Findings contribute to four dimensions of travel constraints and three dimensions of perceived destination image. < Confirmed the significant relationship between travel constraints and destination during the early decision-making process. < Concluded travel constraints impact the formation of destination image during the early decision-making process. article info Article history: Received 4 January 2012 Accepted 16 July 2012 Keywords: Travel constraints Destination image Muslim destination Unfamiliar culture Youth travelers Brunei abstract This study evaluated the relationship between travel constraints and destination image of young trav- elers 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 destina- tion image and travel constraints impact young travelers during the early decision-making process. Ó 2012 Elsevier Ltd. All rights reserved. 1. Introduction The youth tourism market is considered to have great appeal for many destinations. Previous studies found young, well-educated travelers are more likely to travel to destinations with different cultures (Deforges, 2000; Jang, Bai, & Hong, 2004). Young travelers not only represent a significant segment of the travel market, but also possess significant spending power. Previous studies indicate young tourists usually travel longer and more frequently than members of other market segments (Richards & Wilson, 2003, 2006). As Chen and Kerstetter (1999, p. 256) reported, “educated travelers (e.g., college students including graduate students) usually appreciate change in their environments and are more willing to take chances and explore new things. In addition, youth have a greater amount of disposable time, a relative absence of respon- sibility, and, typically, a lack of mental and physical constraints (Josiam, Clements, & Hobson 1994).” Warnick, Bojanic, and Siriangkul (2005) state young, educated travelers represent about 20% of international tourists and this figure has been steadily increasing over the past few decades. The youth travel market has recently gained more attention from researchers. For example, Kim, Oh, and Jogaratnam (2007) identi- fied seven unique push motivations for international and U.S. college student travelers. Richards and Wilson (2003, 2006) surveyed 2300 young people and students from Canada, the Czech Republic, Hong Kong, Mexico, Slovenia, South Africa, Sweden, and the UK, and concluded destination selection can be an important factor when examining youth travel market behaviors. Other studies indicated perceived benefits and constraints significantly influence the decision-making process related to travel (Carneiro & * Corresponding author. Tel.: þ886 7 8060505x2951; fax: þ886 7 8060587. E-mail addresses: hjuchen@mail.nkuht.edu.tw (H.-J. Chen), Po-Ju.Chen@ucf.edu (P.-J. Chen), Fevzi.Okumus@ucf.edu (F. Okumus). 1 Tel.: þ1 407 903 8029; fax: þ1 407 903 8105. Contents lists available at SciVerse ScienceDirect Tourism Management journal homepage: www.elsevier.com/locate/tourman 0261-5177/$ e see front matter Ó 2012 Elsevier Ltd. All rights reserved. http://dx.doi.org/10.1016/j.tourman.2012.07.004 Tourism Management 35 (2013) 198e208