AN INTEGRATED MODEL OF DESTINATION ADVOCACY AND ITS DIRECT AND MEDIATING EFFECTS ON DESTINATION REVISIT INTENTION

Md. Shamim Hossain, A. Kalam, Md. Shakhawat Hossain, Mst Nilima Sarmin, Md. Nuruzzaman
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Abstract

Purpose – Purpose of the study is to build an integrated model of tourist destination advocacy explaining how tourists’ revisit intention is affected by its direct and mediating effects, integrated with destination experience, tourist satisfaction, and destination image. Design/methodology/approach – Data is collected online using a self-administered structured questionnaire tool, and the survey is hosted in a Google Doc. SPSS and SEM-Amos are used to analyze the data (443 samples) after successful data cleaning and outlier elimination. Findings – All of the hypotheses were shown to be true in this investigation, with the exception of two. The findings confirmed that tourists’ destination experiences improve tourists’ satisfaction, destination advocacy and destination image but not destination revisit intention. The likelihood of revisit intention is significantly influenced by destination satisfaction and image. Furthermore, destination satisfaction, destination advocacy and destination image significantly mediate the link between destination experience and revisit intention. Originality/value – This study contributes to the existing literature on consumer behavior in tourist destinations, and would guide practitioners towards effective destination management. Research limitations – Due to the lack of control factors on the relationship between all predecessors, destination revisit intentions, and all of the data gathered from domestic visitors, the current study may have limited the applicability of its findings. Therefore, additional research is necessary to validate these results across a variety of samples in order to draw generalizations.
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目的地宣传的整合模型及其对目的地重访意愿的直接和中介作用
目的-本研究的目的是构建旅游目的地宣传的整合模型,结合目的地体验、游客满意度和目的地形象,解释游客重访意愿如何受到其直接和中介效应的影响。设计/方法/方法——数据是使用自我管理的结构化问卷工具在线收集的,调查是在Google文档中托管的。通过SPSS和SEM-Amos对443个样本进行数据清洗和异常值消除后的数据进行分析。调查结果——所有的假设都被证明是正确的,除了两个。研究结果证实,游客的目的地体验提升了游客的满意度、目的地宣传和目的地形象,但对目的地重访意愿没有影响。旅游目的地满意度和旅游形象显著影响游客的再访意向。此外,目的地满意度、目的地宣传和目的地形象显著地中介了目的地体验与重访意愿之间的联系。原创性/价值-本研究对旅游目的地消费者行为的现有文献有所贡献,并将指导从业者进行有效的目的地管理。研究局限性-由于缺乏对所有前人,目的地重访意图和从国内游客收集的所有数据之间关系的控制因素,目前的研究可能限制了其研究结果的适用性。因此,进一步的研究是必要的,以验证这些结果跨越各种样本,以得出概括。
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CiteScore
3.20
自引率
0.00%
发文量
14
审稿时长
8 weeks
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