Factors influencing tourists' behavioural intentions towards beach destinations: the mediating roles of destination experience and destination satisfaction

Abstract

Purpose This study aims to identify factors affecting travellers' behavioural intentions regarding beach destinations in Bangladesh. The study also examines how destination experience and satisfaction mediate the nexus between destination service factors and travellers' behavioural intentions. Design/methodology/approach A self-administered survey was carried out to gather data from 375 people who had visited the beaches in Cox's Bazar. Data were examined using partial least squares structural equation modelling (PLS-SEM) to evaluate the hypotheses. Findings The destination experience mediates the relationship between destination service factors and complaint intention but does not mediate the relationship between destination service factors and word of mouth (WOM). Moreover, destination satisfaction mediated the relationship between destination service factors and WOM, along with complaint intention. Practical implications This study's findings can be utilised by the Bangladeshi destination management to increase the number of tourists by instituting and maintaining improved destination service features in popular tourist destinations. Originality/value This is one of few studies on beach tourism destinations in Bangladesh that comprehensively overviews destination service factors and their influence on tourists' behavioural intentions, with a special emphasis on the mediating roles of destination experience and destination satisfaction.