Modeling Perceptions About Destination Images and Intention to Re-Visit: A Mediating-Moderated Model of Tourists’ Behavior

ABSTRACT

The current study investigates the effect of the set of cognitive, affective, and conative destination images and tourist satisfaction on the intention to re-visit. The study gathered information from 384 tourists who traveled to northern India in the spring of 2021. Smart PLS was used to analyze data using a structural equation modeling (SEM) technique. The findings supported the hypothesis that cognitive destination image influenced the affective and conative destination images in a significant way. In addition, the cognitive destination image influenced the conative destination image significantly. Tourist satisfaction and a holistic image also had a significant impact on the intention to re-visit. The novelty of this study lies in the conceptual framework and in the investigation of novelty seeking and word of mouth to see if they modify the effect of tourist satisfaction and holistic image on intention to re-visit.

KEYWORDS:

• Destination images
• holistic image
• tourist satisfaction
• revisit intention
• positive word of mouth

Disclosure Statement

No potential conflict of interest was reported by the author(s).