Moderating Effects of Tourists’ Novelty-Seeking Tendencies on Destination Image, Visitor Satisfaction, and Short- and Long-Term Revisit Intentions

This study investigates the moderating effects of tourist novelty-seeking tendencies on the relationships among destination image, satisfaction, and short- and long-term revisit intentions. Using survey data collected in 2009 from 450 European visitors to Mediterranean destinations, a theoretically...

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Bibliographic Details
Published in:Journal of travel research 2013-09, Vol.52 (5), p.600-613
Main Authors: Assaker, Guy, Hallak, Rob
Format: Article
Language:English
Subjects:
Cluster analysis
Consumer goods
Customer satisfaction
Discriminant analysis
Invariance
Market segments
Markets
Segments
Studies
Tourism
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Summary:This study investigates the moderating effects of tourist novelty-seeking tendencies on the relationships among destination image, satisfaction, and short- and long-term revisit intentions. Using survey data collected in 2009 from 450 European visitors to Mediterranean destinations, a theoretically derived structural path model was examined. Cluster analysis and discriminant analysis were used to identify three groups of tourists based on their novelty-seeking tendencies (high, medium, and low novelty seekers). The moderating effects of novelty-seeking tendencies on the structural path model were examined by means of multigroup invariance analysis. Tourists’ novelty-seeking tendencies have a moderating effect on the causal relationships among destination image, satisfaction, and revisit intentions. The effect of destination image on visitor satisfaction, as well as satisfaction on short-term revisit intentions, is significantly weaker for high novelty seekers as compared to low novelty seekers. Thus, destination managers need to consider the novelty-seeking tendencies of their market segments as this affects revisit intentions.
ISSN:0047-2875
1552-6763
DOI:10.1177/0047287513478497