Travel arrangement as a moderator in image–satisfaction–behavior relations

Journal of Vacation Marketing - Tập 21 Số 3 - Trang 225-236 - 2015
Xiaoming Liu1, Jun Li1, Yan Yang2
1University of Macau, China
2East China University of Science and Technology, China

Tóm tắt

With more and more destinations relying on repeat travelers, the inclination of tourists to revisit some destinations has become a significant topic of study. Therefore, the reasons for travelers’ revisits have been addressed in many research studies. These studies have determined several factors of the revisit inclination, such as satisfaction, destination image, and perceived quality. However, in most of the previous studies about the relationships among the destination image and tourists’ satisfaction, as well as their behavioral intentions to the destination, the moderating variables were not considered. Consequently, we analyzed the moderator effects of certain characteristics of different travel arrangements on the theoretical relationship among the destination image, tourists’ satisfaction, and their behavioral intentions to the destination. This article first identifies the similarities and differences among these two types of Chinese outbound travelers in terms of their demographic and trip characteristics. It then confirms that these two types of travelers differ in terms of the relationships among perceived destination images, satisfaction level, and future behavioral intentions using an invariance test of structural model. According to the multiple group cause-and-effect analysis, the results show that travel arrangement can largely affect either the relations between destination image and tourists’ satisfaction or their behavioral intentions. Moreover, the relationship between either destination image and tourists’ satisfaction or their behavioral intentions is generally stronger for independent visitors. Finally, the influences are discussed from both theoretical and practical perspective.

Từ khóa


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Thông tin xuất bản

Journal of Vacation Marketing

Tập 21 Số 3

225-236

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