The role of tourist experience in the relationship between satisfaction and intention to re-visit: A case study of Hue city

Abstract

This paper aims to develop a behavioral intention theoretical model using destination image, tourist motivation, tourist satisfaction, tourist experience, and re-visit behavioral intention constructs. The research analyzes and measures the direct impact of destination image, tourist motivation, and tourist satisfaction to re-visit visitors and the role of tourist experience as a moderator variable. These relationships will be investigated for a sample of international tourists visiting Hue city in Vietnam. A total of 421 questionnaires were returned, and the data were analyzed using Structural Equation Modeling (SEM). A path analysis results indicated that destination image and tourist satisfaction get affected to re-visit tourist sites, and tourist experience has significantly affected behavioral intention to re-visit visitors. The implications and limitations of the study would be discussed and presented in conclusion. The outcomes of the study have a significant impact on destination managers. © the authors, 2021. All Rights Reserved.