Investigating the Relationship between the Received Risks and Tourists' Revisiting Intention, Considering the Mediating Role of Tourism Destination Image (Case Study: Kerman Province Tourists)

Authors

  • Anushirvan Zinali
  • Mohammad Jalal Kamali

Abstract

Objective: Regarding the importance and the increasing contribution of tourism in the modern economy, planning to strengthen tourism infrastructures and promoting the quality of services and facilities for tourists is essential more than ever. Therefore, this paper was conducted aiming to investigate the relationship between the received risk and tourists' revisiting intention, considering the mediating role of tourism destination image among the tourists of Kerman province.

Research Method: the current study is of descriptive-correlation type. The statistical population of this research consisted of all tourists in Kerman province, of which 384 people were selected as simple random and according to the Cochran formula as sample size. The received risk questionnaire of (Zhao et al, 2008), the tourists' revisiting intention questionnaire of (Ferns and Walls, 2012), and the tourism destination image questionnaire of (Kim et al, 2003)were used for data collection. Content validity (CVR) and Cronbach's alpha coefficient of variables were investigated and confirmed. Statistical analysis was performed using structural equation modeling by applying LISREL software.

Findings: The direct effect of received risk by the organizational tourists' revisiting intention was obtained equal to 0.41 and also the indirect effect of this variable was obtained equal to 0.741. In other words, there was a significant relationship between the tourists' revisiting intention, considering the mediating role of tourism destination image in Kerman province.

Conclusion: According to the obtained results, the managers of the tourism centers should promote the quality of their services provided in order to reduce the received risk of tourists.

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Published

2019-12-31

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Articles