Investigating International Tourists’ Intention to Revisit Myanmar Based on Need Gratification, Flow Experience and Perceived Risk

ABSTRACT

Satisfaction plays an important role in creating loyalty to a tourism destination. However, ensuring consistent satisfactory trip experiences for tourists and increasing their revisit intention remain challenging for many international tourism destinations, including Myanmar. We conducted a survey with 465 international tourists visiting Myanmar. Results indicate that need gratification and flow can increase tourist satisfaction. The perceived risks of tourism destination can decrease tourist satisfaction. Satisfaction is an important factor to mediate the influence of need gratification, flow, and perceived risks. A tourist’s intention to revisit Myanmar can be largely improved by attending to these independent and mediating factors.

KEYWORDS:

• Destination loyalty
• flow
• need gratification
• perceived risks
• revisit intention