Tourists satisfaction in destination selection determinants and revisit intentions; perspectives from Ghana

Figures & data

Figure 1. Framework on tourists’ motivations and revisit intentions. Source: Adapted from Yoon and Uysal (2005).

Table 1. Data collection process.

No	Name of Tourist Attraction	No. of Respondent
1	Kwame Nkrumah Mausoleum	80
2	Christiansborg Castle	20
3	James Town Boutique	20
4	Assin Manso Slave River	10
5	Kakum National Park	100
6	Cape Coast Castle	30
7	Elmina Castle	40
8	Manhyia Palace Mueseum	10
	Total Number of Respondent	310

Table 2. Descriptive statistics and test of normality of variables.

Scale Item	Code	Mean	SE Mean	Std Deviation
Novelty Seeking
I visited this destination to engage in an event	NS1	3.92	0.064	1.084
This destination has always been on my bucket list	NS2	3.99	0.065	1.088
The urge to discover new places	NS3	3.96	0.065	1.224
The desire to explore new destinations	NS4	4.08	0.071	1.191
Cultural Experience
I visited to see the arts and craft of this destination	CE1	3.96	0.065	1.102
I like the folklore of this destination	CE2	4.14	0.063	1.066
I interacted with different ethnic groups	CE3	3.75	0.064	1.079
I attended a festival while at this destination	CE4	4.11	0.007	1.186
Ego Enhancement
I travelled to this destination to discover something new	EE1	4.25	0.007	1.186
I visited this destination because of the prestige that comes with it	EE2	4.28	0.067	1.136
To be the first among my peers to have discovered this destination	EE3	4.26	0.069	1.168
To strive for a homestay with a family	EE4	3.97	0.066	1.118
Escape
I visited this destination to get away from the familiar	EP1	4.02	0.07	1.177
The desire to explore a new life and culture	EP2	4.14	0.067	1.125
The destination offers me a break from everyday routine	EP3	4.13	0.069	1.163
To break away from boredom	EP4	4.26	0.065	1.104
Rest & Relaxation
I visited this destination to take a break from my everyday job	RR1	4.05	0.068	1.153
This destination offers me the opportunity to relieve stress	RR2	4.16	0.066	1.109
This destination gives me an experience of a simple lifestyle	RR3	3.77	0.067	1.453
This destination offers me the opportunity of to rest	RR4	4.00	0.065	1.098
Education/Learning
I am in this destination to visit historical sites	EL1	3.77	0.067	1.122
This destination offers lots of cultural events (festivals, music, food)	EL2	3.93	0.066	1.11
This destination has tour sites that offer basic skills to tourists.	EL3	3.78	0.064	1.078
This destination has available information about tour sites	EL4	4.05	0.067	1.131
Satisfaction
I was satisfied with the services at the destination	SS1	4.05	0.066	1.110
My expectations were met	SS2	4.20	0.063	1.058
Compared to other destinations I will always choose this destination	SS3	3.92	0.069	1.156
The visit to this tourist destination exceeded my expectations.	SS4	4.01	0.066	1.115
I will speak highly of this tourist destination to my friends and colleagues.	SS5	3.77	0.066	1.107
Revisit Intentions
If I had to decide again, I will choose this destination again	RI1	4.02	0.057	0.966
I will recommend this destination to my friends and relatives	RI2	3.94	0.061	1.025
I will return to this tourist destination	RI3	4.00	0.063	1.053
I feel at home at this destination	RI4	4.01	0.061	1.023

(Source: Field Data, 2019).

Table 3. Improvement in fit of measurement research model.

	RMSEA	NFI	RFI	IFI	TLI	CFI	χ² /df
Phase 1: Original Model	0.075	0.852	0.832	0.9	0.885	0.899	2.776
Phase 2: Deleted:
NS (1,2); CE (3,4); EE (1)
EP (3), RR (3,4); SS (3,5)
EL (1,3); RI (1)	0.069	0.932	0.909	0.960	0.945	0.959	2.362

Source: Field Data, 2019.

Table 4. Validity and reliability results for CFA final measurement model.

Constructs	Items	Standardized Loading	CR	AVE	Cronbach’s α
Novelty Seeking (NS)	NS3	0.769	0.826	0.704	0.82
	NS4	0.904
Cultural Experience (CE)	CE1	0.841	0.855	0.746	0.845
	CE2	0.886
Ego Enhancement (EE)	EE1	0.899	0.936	0.829	0.935
	EE2	0.918
	EE3	0.914
Escape (EP)	EP1	0.83	0.874	0.698	0.872
	EP2	0.866
	EP4	0.81
Education/Learning (EL)	EL2	0.75	0.764	0.619	0.763
	EL4	0.822
Rest & Relaxation (RR)	RR1	0.844	0.821	0.696	0.821
	RR2	0.824
Satisfaction (SS)	SS1	0.796	0.838	0.633	0.835
	SS2	0.818
	SS4	0.772
Revisit Intentions (RI)	RI2	0.871	0.882	0.713	0.88
	RI3	0.866
	RI4	0.794

Source: Field Data, 2019.

Table 5. Hypothesized relationship.

Path	Hypothesis	Std. β	S.E.	t-value	p-value	Outcome
Novelty Seeking—’’ Revisit Intentions	1	0.15	0.131	1.028	0.304	Not Supported
Cultural Experience—’’ Revisit Intentions	2	0.17	0.114	1.304	0.192	Not Supported
Ego Enhancement—’’ Revisit Intentions	3	0.54	0.17	2.421	0.015	Supported
Escape—’’ Revisit Intentions	4	0.59	0.305	1.597	0.110	Not Supported
Education/Learning—’’ Revisit Intentions	5	0.84	0.233	3.304	xxx	Supported
Rest & Relaxation—’’ Revisit Intentions	6	0.00	0.067	0.023	0.982	Not Supported

Source: Field Data, 2019.

Figure 2. Hypotheses testing.

Figure 3. Post-study conceptual framework for mediation.

Table 6. Mediation effect

Relationships	Direct Without Mediation	Direct with mediation	Indirect Effect	Mediation Effect
Destination Selection Determinants →Satisfaction →Revisit Intentions	0.85(***)	0.42 (0.004)	0.43 (0.172)	No Mediation
Education/Learning→ Satisfaction→ Revisit Intentions	0.839 (***)	0.116 (0.499)	0.614(0.041)	Full Mediation
Ego Enhancement→ Satisfaction→ Revisit Intentions	0.543 (0.015)	0.369 (0.072)	0.199(0.227)	No Mediation

Yoon, Y., & Uysal, M. (2005). An examination of the effects of motivation and satisfaction on destination loyalty: a structural model. Tourism Management, 26(1), 45–56. https://doi.org/10.1016/j.tourman.2003.08.016

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