Advances in Consumer Research
Issue:5 : 2951-2956
Original Article
The Impact of Destination Image, Perceived Quality on Tourist Revisit Intention Mediating the role of Tourist Satisfaction in Sri Lanka
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Graduate School of Management (GSM), Management and Science University, Selangor, Malaysia
Abstract

Tourism has identified as a major economic driver for majority of the countries in the world as it has a significant effect on the employment rates, foreign exchange earnings and the infrastructure developments. In this highly competitive market, Sri Lanka can be identified as a fascinating case study as it tackles the complex relationships between the destination image, perceived quality, tourist satisfaction and tourist re-visit intention. Moreover, it is essential to understand the factors that influence the tourists’ decision to return to a specific destination due to the high competitiveness of this sector. This study critically aims to identify the impact of destination image, perceived quality on tourist revisit intention mediating the role of tourist satisfaction in Sri Lanka. Data was collected from the international tourists who are visiting the country through a structures questionnaire and a survey measured destination image, perceived quality, tourist satisfaction and the tourist re-visit intention. Data was gathered from both online and offline at hotels, airports and the tourist sites. Siple ransom sampling was used to obtain an unbiased, representative sample. The data were analyzed by using SPSS and AMOS to examine the relationships among the variables. The results showed that the measurement model was reliable and vali and the structural model had a good fit. Destination Image and Perceived Quality had a positive effect on tourist satisfaction and tourist satisfaction strongly influenced tourist re-visit intention. However, destination mage and perceived quality do not directly affect tourist re-visit intention. The study shows that the tourism marketers and policymakers of Sri Lanka need to focus on enhancing the tourist perception about the destination. Hence, Tourist Satisfaction has identified as the main factor that accelerates the tourist intention to return to a particular destination acting as a bridge between the destination image, perceived quality and revisit intention. Therefore, continuous improvements in service and the tourist experience are important for the long-term success of the tourism industry of Sri Lanka...

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