Determinants of Revisit Intention: A Case of Snorkeling Tourism in Hainan Province
Keywords:
Customer Satisfaction, Service Quality, Infrastructure, Safety, Promotion, Revisit Intentions, Snorkeling TourismAbstract
This study investigated the impacts of factors, namely service quality,
infrastructure, destination image, safety, and promotion, on revisit intention with the mediating roles of satisfaction of snorkeling tourists in Hainan Province, China, employing a quantitative research approach framed by customer satisfaction theory. Stratified purposive sampling was employed. Survey data were collected from 617 domestic snorkeling tourists in Beijing, representing a response rate of 96.41%. Hypothesis testing, using PLS-SEM, combined with the Sobel test for mediation, revealed that only service quality (β = 0.240; p < 0.010) and safety (β = 0.140; p < 0.010) have a significant direct impact on revisit intention. Further, customer satisfaction significantly influenced revisit intention (β = 0.530; p < 0.010). For indirect effects, service quality (t = 7.389, p = 0.000), safety (t = 4.403, p = 0.000), and promotion (t = 3.194, p = 0.001) indirectly influence revisit intention through satisfaction. These findings underscore the importance of service quality and safety in enhancing customer satisfaction and revisiting intentions among snorkeling tourists. The study offers practical recommendations for tourism stakeholders and policymakers in Hainan to prioritize these factors to foster long-term tourism development and economic growth in the region, enriching the literature on customer satisfaction and revisiting intentions in marine tourism.
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