Should I stay or should I go back? Factors influencing snowbirds' permanent relocation intention

PurposeThe objective of the present study was to investigate the impacts of familiarity with and awareness of Florida as a snowbird destination, and satisfaction with the snowbird experience on Florida's image and on snowbirds' permanent relocation intention to Florida. Additionally, the influence of Florida's image on snowbirds' behavioral intention to move to Florida permanently was investigated.Design/methodology/approachData gathered from 304 snowbirds were utilized in employing structural equation modeling to assess the research model.FindingsThe study results showed that awareness of and familiarity with Florida as a snowbird destination, and satisfaction with the snowbird experience significantly influenced participants' image perceptions of Florida. In addition, awareness of and familiarity with Florida as a snowbird destination, and participants' image of Florida had a significant influence on snowbirds' intentions to move to Florida permanently.Practical implicationsThe findings of the study provide significant insights for destination marketing and management organizations and local policymakers in formulating and enacting policies in snowbird destinations to efficiently address migration trends.Originality/valueThis study is one of the first papers to empirically investigate and successfully construct a comprehensive model that explicate the determinants of snowbird tourists' permanent relocation intention.