A Missing Link in Understanding Revisit Intention-The Role of Motivation and Image

This study addresses two gaps in the research on tourist revisit intention: the impact of the pre-visit psychological factor of travel motivation and its relationship with destination image. Path analysis is adopted to examine the relationships among destination image, travel motivation, and revisit...

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Bibliographic Details
Published inJournal of travel & tourism marketing Vol. 27; no. 4; pp. 335 - 348
Main Authors Li, Mimi, Cai, Liping A., Lehto, Xinran Y., Huang, Joy (Zhuowei)
Format Journal Article
LanguageEnglish
Published Binghamton Taylor & Francis Group 01.06.2010
Taylor & Francis LLC
Subjects
Causality
Cognition & reasoning
destination image
Motivation
Revisit intention
rural tourism
Studies
Tourism
travel motivation
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Summary:This study addresses two gaps in the research on tourist revisit intention: the impact of the pre-visit psychological factor of travel motivation and its relationship with destination image. Path analysis is adopted to examine the relationships among destination image, travel motivation, and revisit intention in a rural tourism context. A causal relationship is detected between three motivation dimensions, two image dimensions, and revisit intention. All three motivational constructs (intellectual, escape, and belonging) exert a significant influence on the cognitive dimension of image, whereas only the motivation construct of escape is significantly related to the affective dimension of image. A causal relationship is also identified between the affective dimension of image and revisit intention.
ISSN:1054-8408
1540-7306
DOI:10.1080/10548408.2010.481559