Factors influencing tourists' revisit intentions

Abstract

Purpose

The purpose of this paper is to examine how university students' satisfaction with perceived attractiveness, quality, value, and low risk impact on their revisit intentions (RVI) to a holiday destination.

Design/methodology/approach

A ten minute pen and paper questionnaire was distributed to undergraduate and postgraduate students in a large Western Australia university through a non‐probability, convenience sampling approach. In total, 228 useable responses were collected, achieving a 60 per cent response rate.

Findings

The empirical results from the structural model suggest that satisfaction (SAT) with the attractiveness, quality, and value provided by the destination positively influenced RVI. Perceived risk did not have the predicted effects on SAT and RVI.

Research limitations/implications

Convenience sampling method restricts the representativeness of results across all university students. Future studies can examine the influences of culture, national and multiculturism on RVI of tourist destinations. This study can also be replicated with larger sample sizes.

Practical implications

The key finding suggests that perceptions are crucial in achieving customer satisfaction and customer loyalty and therefore must be handled proactively to develop lasting relationships.

Originality/value

Limited research in the past has been conducted on RVI of tourism destinations. Influence of perceived risk was also examined towards RVI.

Citation

Quintal, V.A. and Polczynski, A. (2010), "Factors influencing tourists' revisit intentions", Asia Pacific Journal of Marketing and Logistics, Vol. 22 No. 4, pp. 554-578. https://doi.org/10.1108/13555851011090565