Describing and testing gender as moderator: illustrated substantively with a hypothesized relation between image, satisfaction, and behavioural intentions

Abstract

For a long time, a significant amount of attention has been placed on visitors' experience and satisfaction in the field of tourism. This article attempts to identify a moderating effect on the relations between visitor satisfaction, behavioural intentions, and destination image. This article conducts a causal analysis to explore whether the demographic factor of gender can lead to differences in the relationships between destination image, visitor satisfaction, and behavioural intentions. It concludes that visitor gender does not affect these relationships. In addition, the extent of the potential influence of gender on these issues is analysed and discussed in terms of both its theoretical and practical aspects.

Keywords::

• destination image
• satisfaction
• behavioural intentions
• moderator effect
• measurement invariance test