Destination Service Quality, Affective Image and Revisit Intention: The Moderating Role of Past Experience

Keywords

Destination service quality; Destination affective image; Revisit intention; First-time versus repeat visitors

Abstract

This study examines the moderating role of past experience on the relationship between destination service quality, destination affective image and re-visit intention. With Alanya, Turkey, serving as the destination context, the study population comprises of 539 survey responses from foreign tourists. Structural equation modeling was used to analyze the data with the moderating effect of past experience analyzed using multiple group analysis. In light of the study's findings, perceptions related to language, accommodation, hospitality and activity services were found to have a positive and significant effect on the perception of the destination's affective image. Accordingly, destination management organizations (DMOs) are advised to adopt strategies to ensure that quality perceptions of tourists regarding language, accommodation, hospitality and activity services are addressed. In addition, evidence from the study suggests that accommodation-based service-quality perceptions on destination affective image, and destination affective image perceptions on revisit intention, provide a more robust determinant for repeat visitors to the destination than for first-time visitors. The paper closes by arguing that DMOs should therefore pay more attention to accommodation services that may positively affect the destination affective image (DAI) perceptions of repeat tourists.

Publication Date

1-1-2015

Original Citation

Tosun, C., Dedeoglu, B. and Fyall, A. (2015). Destination Service Quality, Affective Image and Revisit Intention: The Moderating Role of Past Experience. Journal of Destination Marketing & Management 4 (4), 222-234. http://www.sciencedirect.com/science/article/pii/S2212571X15000384

Number of Pages

222-234

Document Type

Paper

Language

English

Source Title

Journal of Destination Marketing & Management

Volume

4

Issue

4

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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