Research Article
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Investigating the Factors Affecting Tourists’ Revisit Behavioral Intention: Evidence from Tourism Destinations in Bangladesh

Year 2022, Volume: 5 Issue: 2, 199 - 208, 30.09.2022

Abstract

Tourism generates significant economic benefits for both the host country and the origin country of the travellers. The creation and development of local infrastructure are one of the major benefits of tourism, and it is one of the most important. Bangladesh has tremendous potential to attract both domestic and international tourists, which presents tremendous opportunities for the country. Tourism and destination marketers, on the other hand, should employ a variety of marketing strategies to keep and retain existing customers while also attracting new and prospective customers. As a result, the primary goal of this research is to determine the characteristics that influence visitors' revisit behavior intentions toward tourism locations in Bangladesh. The information is gathered from 200 respondents using a standardized questionnaire with five-point Likert scales, which was administered through a survey approach. The method of purposeful sampling is employed. The data is analyzed using descriptive statistics, reliability statistics, and regression analysis, among other methods. Almost all aspects affecting tourists' intentions to return to a particular tourism location in Bangladesh, including service quality, destination image, perceived value, and novelty, have a substantial impact on their intentions to return. This research may lead to the reexamination of issues related to tourism destinations. The findings of this study can be used by government and non-government organizations, public institutions, the Bangladesh Tourism Board and the Bangladesh Planning Commission, policymakers, and even researchers to motivate them to return to certain tourism locations in Bangladesh. This study, according to the researchers, will add significant value to the literature since it employs a conceptual framework to explain the elements that influence visitors' revisit behavioral intentions toward selected tourism destinations in Bangladesh.

Supporting Institution

International University of Business Agriculture and Technology

References

  • Ahmmed, N. (2017). Exploring tourism faciliteis and contributions in beach areas in Bangladesh. edited by Kamrul Hasan.
  • Ahrholdt, D.C., Siegfried, P.G. and Christian, M.R. (2017). Enhancing service loyalty: The roles of delight, satisfaction, and service quality. Journal of Travel Research, 56(4), 436-450.
  • Allameh, S.M., Javad, K.P., Akbar, J., Reza, S., and Hassan, A. (2015). Factors influencing sport tourists’ revisit intentions: The role and effect of destination image, perceived quality, perceived value and satisfaction. Asia Pacific Journal of Marketing and Logistics, 27(2), 191-207.
  • Assaker, G., and Hallak, R. (2013). Moderating effects of tourists’ novelty-seeking tendencies on destination image, visitor satisfaction, and short-and long-term revisit intentions. Journal of Travel Research, 52(5), 600-613.
  • Bigné, J.E., Sánchez, I., and Andreu, L. (2009). The role of variety seeking in short and long run revisit intentions in holiday destinations. International Journal of Culture, Tourism and Hospitality Research, 3(2), 103–115. https://doi.org/10.1108/17506180910962104.
  • Birdir, S., Özlem, U., Birdir, K. and Allan, T. (2013). Willingness to pay as an economic instrument for coastal tourism management: Cases from Mersin, Turkey. Tourism Management, 36, 279-283.
  • Chen, C., and Fu-Shian, C. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism Management, 31(1), 29-35.
  • Chen, C., and Tsai, D. (2007). How destination image and evaluative factors affect behavioral intentions?. Tourism Management, 28(4), 1115-1122.
  • Chiu, W., Shiheng, Z., and Philip, S.C. (2016). The influence of destination image and tourist satisfaction on tourist loyalty: a case study of Chinese tourists in Korea. International Journal of Culture, Tourism and Hospitality Research, 10(2), 223-234.
  • Choibamroong, T. (2006). Knowledge of tourists’ behavior: A key success factor for managers in tourism business. International Journal of Tourism Research, 17(3), 1-8.
  • Crompton, J. L. (1979). Motivations for pleasure vacation. Annals of Tourism Research, 6(4), 408–424. https://doi.org/10.1016/0160-7383(79)90004-5.
  • Dolnicar, S., and Bettina, G. (2013). Validly measuring destination image in survey studies. Journal of Travel Research, 52(1), 3-14.
  • Gallarza, M.G., and Irene, G.S. (2006). Value dimensions, perceived value, satisfaction and loyalty: an investigation of university students’ travel behaviour. Tourism Management, 27(3), 437-452.
  • Hallmann, K., Anita, Z., and Sabine, M. (2015). Perceived destination image: An image model for a winter sports destination and its effect on intention to revisit. Journal of Travel Research, 54(1), 94-106.
  • Hasan, M.K, and Mondal, A.K.M.R. (2016). Determinants Measuring Tourists' Satisfaction towards Cox's Bazar Sea Beach. ASA University Review 10.
  • Hasan, M.K., Mohammad, A.M., and Md, R.I. (2015). Market Segmentation and Targeting Strategy for Promoting COX’S BAZAR BEACH in Bangladesh as a tourist destination. British Journal of Marketing Studies, 3(4), 59-72.
  • Hossain, A. and Khan, M.Y.H. (2018). Green Marketing Mix Effect on Consumers Buying Decisions in Bangladesh. Marketing and Management of Innovations, 10(4), 298-306.
  • Hossain, M.E. (2013). An investigation on tourism consumers' choice behavior towards tour destination loyalty. Curtin University.
  • Hossain, M.E, Mohammed, Q., and Tekle, S. (2013). A Field Study of Factors and Variables Regarding Tour Destination Loyalty of Cox's Bazar in Bangladesh. Tourism Analysis, 18(4), 429-442. https://doi.org/10.1016/j.annals.2018.07.002.
  • Islam, N., Hasan, M.K, and Neela, N.M (2009). Status of Bangladesh in SAARC Tourism: A study on Foreign Tourist Arrival. Southeast University Journal of Business Studies, 2(1), 52-57.
  • Jalilvand, M.R., Neda, S., Behrooz, D., and Parisa, Y.M. (2012). Examining the structural relationships of electronic word of mouth, destination image, tourist attitude toward destination and travel intention: An integrated approach. Journal of Destination Marketing & Management, 1(1-2), 134-143.
  • Khan, H.R. (2017). Exploring tourism facilities and contributions in beach areas in Bangladesh. Edited by Kamrul Hasan.
  • Kim, S. and Kim, H. (2015). Moderating effects of tourists’ novelty-seeking tendencies on the relationship between satisfaction and behavioral intention. Tourism Analysis, 20(5), 511–522. https://doi.org/10.3727/108354215X14411980111415.
  • Kim, S., Stephen, H., and Hye‐Sook, H. (2013). A structural model for examining how destination image, perceived value, and service quality affect destination loyalty: A case study of Orlando. International Journal of Tourism Research, 15(4), 313-328.
  • Lee, J., Choong-Ki, L, and Youngjoon, C. (2011). Examining the role of emotional and functional values in festival evaluation. Journal of Travel Research, 50(6), 685-696.
  • Lee, R, and Larry, L. (2011). Halo effects of tourists’ destination image on domestic product perceptions. Australasian Marketing Journal (AMJ), 19(1), 7-13.
  • Lee, S.Y., James, F.P., and John, C. (2007). The roles of quality and intermediary constructs in determining festival attendees' behavioral intention. Journal of Travel Research, 45(4), 402-412.
  • Lee, T. H., and Crompton, J. (1992). Measuring novelty seeking in tourism. Annals of Tourism Research, 19(4), 732–751.
  • Lin, C., Duarte, B.M., Deborah, L.K., and Jing-Shoung, H. (2007). Examining the role of cognitive and affective image in predicting choice across natural, developed, and theme-park destinations. Journal of Travel Research, 46(2), 183-194.
  • Ma, J., Gao, J., Scott, N., and Ding, P. (2013). Customer delight from theme park experiences: The antecedents of delight based on cognitive appraisal theory. Annals of Tourism Research, 42, 359–381. https://doi.org/10.1016/j.annals.2013.
  • Mitas, O., and Bastiaansen, M. (2018). Novelty: A mechanism of tourists’ enjoyment. Annals of Tourism Research, 72, 98–108.
  • Neuhofer, B., Celuch, K., and To, T. L. (2020). Experience design and the dimensions of transformative festival experiences. International Journal of Contemporary Hospitality Management, 32(9), 2881–2901.
  • Niininen, O., Szivas, E., and Riley, M. (2004). Destination loyalty and repeat behaviour: An application of optimum stimulation measurement. International Journal of Tourism Research, 6(6), 439–447. https://doi.org/10.1002/jtr.511
  • Pham, L.T.M., Wann, Y.W., Hong, N.D., and Tuan, M.P. (2015). The Effect of Brand Equity, Perceived Value on Customer Revisit Intention-A Study in Quick-Service Restaurants in Vietnam. International Journal of Culture and tourism Research, 8, 31-43.
  • Priporas, C., Nikolaos, S., Lakshmi, N.V., and Pruit, S. (2017). Service quality, satisfaction, and customer loyalty in Airbnb accommodation in Thailand. International Journal of Tourism Research, 19(6), 693-704.
  • Quintal, V.A. and Aleksandra, P. (2010). Factors influencing tourists' revisit intentions. Asia Pacific Journal of Marketing and Logistics, 22(4), 554-578.
  • Ranjbarian, B. and Javad, K.P. (2015). The impact of perceived quality and value on tourists’ satisfaction and intention to revisit Nowshahr city of Iran. Journal of Quality Assurance in Hospitality & Tourism, 16(1), 103-117.
  • Sangpikul, A. (2018). The effects of travel experience dimensions on tourist satisfaction and destination loyalty: the case of an island destination. International Journal of Culture, Tourism and Hospitality Research, 12(1), 106-126.
  • Sharif, M. (2016). Exploring tourism faciliteis and contributions in beach areas in Bangladesh.
  • Silvestri, C., Barbara, A., and Alessandro, R. (2017). Service quality and customer satisfaction in thermal tourism. The TQM Journal, 29(1), 55-81.
  • Skavronskaya, L., Moyle, B., and Scott, N. (2020). The experience of novelty and the novelty of experience. Frontiers in Psychology, 11. https://doi.org/10.3389/fpsyg.2020.00322.
  • Skavronskaya, L., Moyle, B., Scott, N., and Kralj, A. (2019). The psychology of novelty in memorable tourism experiences.
  • Smith, O. (2018). The idyllic cove from The Beach is closing due to overtourism. The Telegraph, 31 May, 2018. https://www.telegraph.co.uk/travel/destinations/asia/thailand/articles/the-idyllic-cove-from-the-beach-is-closing-due-to-overtourism/.
  • Song, H.J., Choong-K.L., Soo, K.K., and Sug-jin, B. (2012). The effect of environmentally friendly perceptions on festival visitors’ decision-making process using an extended model of goal-directed behavior. Tourism Management, 33(6), 1417-1428.
  • Tosun, C., Bekir, B.D., and Alan, F. (2015). Destination service quality, affective image and revisit intention: The moderating role of past experience. Journal of Destination Marketing & Management, 4(4), 222-234.
  • Veasna, S., Wann-Yih, W., and Chu-Hsin, H. (2013). The impact of destination source credibility on destination satisfaction: The mediating effects of destination attachment and destination image. Tourism Management, 36, 511-526.
  • Williams, Allan, T., Nelson, G.R.B., Giorgio, A., Omar, C., and Camilo, M.B. (2016). Litter impacts on scenery and tourism on the Colombian north Caribbean coast. Tourism Management, 55, 209-224.
  • WTTC (2017). Travel & Tourism, Economic Impact 2017, Bangladesh.
  • Žabkar, V., Maja, M.B., and Tanja, D. (2010). Modelling perceived quality, visitor satisfaction and behavioural intentions at the destination level. Tourism Management, 31(4), 537-546.
  • Zeithaml, V.A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of Marketing, 2-22.
Year 2022, Volume: 5 Issue: 2, 199 - 208, 30.09.2022

Abstract

References

  • Ahmmed, N. (2017). Exploring tourism faciliteis and contributions in beach areas in Bangladesh. edited by Kamrul Hasan.
  • Ahrholdt, D.C., Siegfried, P.G. and Christian, M.R. (2017). Enhancing service loyalty: The roles of delight, satisfaction, and service quality. Journal of Travel Research, 56(4), 436-450.
  • Allameh, S.M., Javad, K.P., Akbar, J., Reza, S., and Hassan, A. (2015). Factors influencing sport tourists’ revisit intentions: The role and effect of destination image, perceived quality, perceived value and satisfaction. Asia Pacific Journal of Marketing and Logistics, 27(2), 191-207.
  • Assaker, G., and Hallak, R. (2013). Moderating effects of tourists’ novelty-seeking tendencies on destination image, visitor satisfaction, and short-and long-term revisit intentions. Journal of Travel Research, 52(5), 600-613.
  • Bigné, J.E., Sánchez, I., and Andreu, L. (2009). The role of variety seeking in short and long run revisit intentions in holiday destinations. International Journal of Culture, Tourism and Hospitality Research, 3(2), 103–115. https://doi.org/10.1108/17506180910962104.
  • Birdir, S., Özlem, U., Birdir, K. and Allan, T. (2013). Willingness to pay as an economic instrument for coastal tourism management: Cases from Mersin, Turkey. Tourism Management, 36, 279-283.
  • Chen, C., and Fu-Shian, C. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism Management, 31(1), 29-35.
  • Chen, C., and Tsai, D. (2007). How destination image and evaluative factors affect behavioral intentions?. Tourism Management, 28(4), 1115-1122.
  • Chiu, W., Shiheng, Z., and Philip, S.C. (2016). The influence of destination image and tourist satisfaction on tourist loyalty: a case study of Chinese tourists in Korea. International Journal of Culture, Tourism and Hospitality Research, 10(2), 223-234.
  • Choibamroong, T. (2006). Knowledge of tourists’ behavior: A key success factor for managers in tourism business. International Journal of Tourism Research, 17(3), 1-8.
  • Crompton, J. L. (1979). Motivations for pleasure vacation. Annals of Tourism Research, 6(4), 408–424. https://doi.org/10.1016/0160-7383(79)90004-5.
  • Dolnicar, S., and Bettina, G. (2013). Validly measuring destination image in survey studies. Journal of Travel Research, 52(1), 3-14.
  • Gallarza, M.G., and Irene, G.S. (2006). Value dimensions, perceived value, satisfaction and loyalty: an investigation of university students’ travel behaviour. Tourism Management, 27(3), 437-452.
  • Hallmann, K., Anita, Z., and Sabine, M. (2015). Perceived destination image: An image model for a winter sports destination and its effect on intention to revisit. Journal of Travel Research, 54(1), 94-106.
  • Hasan, M.K, and Mondal, A.K.M.R. (2016). Determinants Measuring Tourists' Satisfaction towards Cox's Bazar Sea Beach. ASA University Review 10.
  • Hasan, M.K., Mohammad, A.M., and Md, R.I. (2015). Market Segmentation and Targeting Strategy for Promoting COX’S BAZAR BEACH in Bangladesh as a tourist destination. British Journal of Marketing Studies, 3(4), 59-72.
  • Hossain, A. and Khan, M.Y.H. (2018). Green Marketing Mix Effect on Consumers Buying Decisions in Bangladesh. Marketing and Management of Innovations, 10(4), 298-306.
  • Hossain, M.E. (2013). An investigation on tourism consumers' choice behavior towards tour destination loyalty. Curtin University.
  • Hossain, M.E, Mohammed, Q., and Tekle, S. (2013). A Field Study of Factors and Variables Regarding Tour Destination Loyalty of Cox's Bazar in Bangladesh. Tourism Analysis, 18(4), 429-442. https://doi.org/10.1016/j.annals.2018.07.002.
  • Islam, N., Hasan, M.K, and Neela, N.M (2009). Status of Bangladesh in SAARC Tourism: A study on Foreign Tourist Arrival. Southeast University Journal of Business Studies, 2(1), 52-57.
  • Jalilvand, M.R., Neda, S., Behrooz, D., and Parisa, Y.M. (2012). Examining the structural relationships of electronic word of mouth, destination image, tourist attitude toward destination and travel intention: An integrated approach. Journal of Destination Marketing & Management, 1(1-2), 134-143.
  • Khan, H.R. (2017). Exploring tourism facilities and contributions in beach areas in Bangladesh. Edited by Kamrul Hasan.
  • Kim, S. and Kim, H. (2015). Moderating effects of tourists’ novelty-seeking tendencies on the relationship between satisfaction and behavioral intention. Tourism Analysis, 20(5), 511–522. https://doi.org/10.3727/108354215X14411980111415.
  • Kim, S., Stephen, H., and Hye‐Sook, H. (2013). A structural model for examining how destination image, perceived value, and service quality affect destination loyalty: A case study of Orlando. International Journal of Tourism Research, 15(4), 313-328.
  • Lee, J., Choong-Ki, L, and Youngjoon, C. (2011). Examining the role of emotional and functional values in festival evaluation. Journal of Travel Research, 50(6), 685-696.
  • Lee, R, and Larry, L. (2011). Halo effects of tourists’ destination image on domestic product perceptions. Australasian Marketing Journal (AMJ), 19(1), 7-13.
  • Lee, S.Y., James, F.P., and John, C. (2007). The roles of quality and intermediary constructs in determining festival attendees' behavioral intention. Journal of Travel Research, 45(4), 402-412.
  • Lee, T. H., and Crompton, J. (1992). Measuring novelty seeking in tourism. Annals of Tourism Research, 19(4), 732–751.
  • Lin, C., Duarte, B.M., Deborah, L.K., and Jing-Shoung, H. (2007). Examining the role of cognitive and affective image in predicting choice across natural, developed, and theme-park destinations. Journal of Travel Research, 46(2), 183-194.
  • Ma, J., Gao, J., Scott, N., and Ding, P. (2013). Customer delight from theme park experiences: The antecedents of delight based on cognitive appraisal theory. Annals of Tourism Research, 42, 359–381. https://doi.org/10.1016/j.annals.2013.
  • Mitas, O., and Bastiaansen, M. (2018). Novelty: A mechanism of tourists’ enjoyment. Annals of Tourism Research, 72, 98–108.
  • Neuhofer, B., Celuch, K., and To, T. L. (2020). Experience design and the dimensions of transformative festival experiences. International Journal of Contemporary Hospitality Management, 32(9), 2881–2901.
  • Niininen, O., Szivas, E., and Riley, M. (2004). Destination loyalty and repeat behaviour: An application of optimum stimulation measurement. International Journal of Tourism Research, 6(6), 439–447. https://doi.org/10.1002/jtr.511
  • Pham, L.T.M., Wann, Y.W., Hong, N.D., and Tuan, M.P. (2015). The Effect of Brand Equity, Perceived Value on Customer Revisit Intention-A Study in Quick-Service Restaurants in Vietnam. International Journal of Culture and tourism Research, 8, 31-43.
  • Priporas, C., Nikolaos, S., Lakshmi, N.V., and Pruit, S. (2017). Service quality, satisfaction, and customer loyalty in Airbnb accommodation in Thailand. International Journal of Tourism Research, 19(6), 693-704.
  • Quintal, V.A. and Aleksandra, P. (2010). Factors influencing tourists' revisit intentions. Asia Pacific Journal of Marketing and Logistics, 22(4), 554-578.
  • Ranjbarian, B. and Javad, K.P. (2015). The impact of perceived quality and value on tourists’ satisfaction and intention to revisit Nowshahr city of Iran. Journal of Quality Assurance in Hospitality & Tourism, 16(1), 103-117.
  • Sangpikul, A. (2018). The effects of travel experience dimensions on tourist satisfaction and destination loyalty: the case of an island destination. International Journal of Culture, Tourism and Hospitality Research, 12(1), 106-126.
  • Sharif, M. (2016). Exploring tourism faciliteis and contributions in beach areas in Bangladesh.
  • Silvestri, C., Barbara, A., and Alessandro, R. (2017). Service quality and customer satisfaction in thermal tourism. The TQM Journal, 29(1), 55-81.
  • Skavronskaya, L., Moyle, B., and Scott, N. (2020). The experience of novelty and the novelty of experience. Frontiers in Psychology, 11. https://doi.org/10.3389/fpsyg.2020.00322.
  • Skavronskaya, L., Moyle, B., Scott, N., and Kralj, A. (2019). The psychology of novelty in memorable tourism experiences.
  • Smith, O. (2018). The idyllic cove from The Beach is closing due to overtourism. The Telegraph, 31 May, 2018. https://www.telegraph.co.uk/travel/destinations/asia/thailand/articles/the-idyllic-cove-from-the-beach-is-closing-due-to-overtourism/.
  • Song, H.J., Choong-K.L., Soo, K.K., and Sug-jin, B. (2012). The effect of environmentally friendly perceptions on festival visitors’ decision-making process using an extended model of goal-directed behavior. Tourism Management, 33(6), 1417-1428.
  • Tosun, C., Bekir, B.D., and Alan, F. (2015). Destination service quality, affective image and revisit intention: The moderating role of past experience. Journal of Destination Marketing & Management, 4(4), 222-234.
  • Veasna, S., Wann-Yih, W., and Chu-Hsin, H. (2013). The impact of destination source credibility on destination satisfaction: The mediating effects of destination attachment and destination image. Tourism Management, 36, 511-526.
  • Williams, Allan, T., Nelson, G.R.B., Giorgio, A., Omar, C., and Camilo, M.B. (2016). Litter impacts on scenery and tourism on the Colombian north Caribbean coast. Tourism Management, 55, 209-224.
  • WTTC (2017). Travel & Tourism, Economic Impact 2017, Bangladesh.
  • Žabkar, V., Maja, M.B., and Tanja, D. (2010). Modelling perceived quality, visitor satisfaction and behavioural intentions at the destination level. Tourism Management, 31(4), 537-546.
  • Zeithaml, V.A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of Marketing, 2-22.
There are 50 citations in total.

Details

Primary Language English
Subjects Tourism (Other)
Journal Section Articles
Authors

Md Marazul Islam This is me 0000-0002-1228-793X

Md Farhad H. Mazumder This is me 0000-0003-2199-5919

Md Imran Hossaın 0000-0002-0354-1465

Publication Date September 30, 2022
Submission Date August 15, 2022
Published in Issue Year 2022 Volume: 5 Issue: 2

Cite

APA Islam, M. M., Mazumder, M. F. H., & Hossaın, M. I. (2022). Investigating the Factors Affecting Tourists’ Revisit Behavioral Intention: Evidence from Tourism Destinations in Bangladesh. Journal of Tourism Intelligence and Smartness, 5(2), 199-208.