Examining factors influencing tourist revisit intention: case of Zimbabwe parks and wildlife management authority tourist destinations

Abstract

There is a dearth of studies that have addressed factors influencing to revisit intention in developing nations. This study was done to address this knowledge gap. The primary objective of the study was to examine factors influencing tourist revisit intention using ZimParks destinations as a point of reference. The specific objectives of the study were: (i) to establish the effect of service quality on destination image, (ii) to ascertain the effect of service quality on attitudinal loyalty, (iii) to ascertain the effect of service quality on tourist revisit intention, (iv) to determine the effect of destination image on attitudinal loyalty, (v) to establish the effect of destination image on tourist revisit intention, (vi) to determine the effect of attitudinal loyalty on tourist revisit intention, (vii) to test the mediating effect of destination image on the relationship between service quality and tourist revisit intention, (viii) to test the mediating effect of attitudinal loyalty on the relationship between service quality and tourist revisit intention. A positivist research philosophy and cross-sectional survey were adopted. A total of 400 tourists were randomly intercepted as they walked out of the tourist office after conducting the check-in process. A structured questionnaire with Likert-type questions was used to gather data. Reliability was assessed using Cronbach alpha (α). Exploratory factor analysis, convergent validity and discriminant validity were used to validate data. Structural equation modelling was applied to test research hypotheses. Findings indicate that service quality, destination image and attitudinal loyalty positively influence revisit intention. Service quality and destination image positively influence attitudinal loyalty. Findings also indicate that service quality significantly influence destination image. The findings further revealed that destination image and attitudinal loyalty partially mediate the relationship between service quality and revisit intention. Research findings suggest that destination image and attitudinal loyalty play a significant role in the relationship between service quality and revisit intention. The study outcomes thus make a novel contribution to the current body of knowledge. ZimParks and tourism destination management companies are urged to improve tourist activities through continuously reviewing them, unceasingly developing new activities and providing unique tourism activities. The study recommends that future studies be carried out in restaurants, hotels, museums and monuments because these places are frequently visited by tourists in Zimbabwe. In addition, comparative studies among other related sectors are recommended.