An Integrated Model for Examining Tourists’ Revisit Intention to Beach Tourism Destinations

The effect of perceived service quality and perceived value on attitude-behavior models is still under investigation in literature. This study is aimed at examining tourists’ revisit intention to beach destinations using a conceptual model developed by adding two additional predictors, service quality and perceived value, with the theory of planned behavior (TPB). Data were collected by a personal-administered survey of 419 tourists who had visited Cox’s Bazar Beach in Bangladesh. A PLS-based SEM was applied to examine relations among various constructs of the conceptual model. The results revealed that perceived value significantly influenced both tourists’ attitudes and revisit intention but service quality influenced tourists’ attitudes only. These findings contribute to the body of knowledge in tourism literature as well as provide useful insights for designing effective marketing offering to provoke tourists to revisit beach destinations.