Modelling perceived quality, visitor satisfaction and behavioural intentions at the destination level

摘要

Visitor perceptions of the quality of a tourist destination, satisfaction with their experience and the resulting behavioural intentions are vital for successful destination management and marketing. The purpose of our research is to explore the complex relationships between these constructs using structural equation modelling, whereby both formative and reflective constructs are included. The structural model was tested on a sample of 1056 visitors at four tourist destinations in Slovenia. The empirical validation of the conceptual model supports the research hypotheses. Destination attributes affect the perceived quality of tourist offerings, which positively relates to satisfaction as well as visitors' behavioural intentions. The link between satisfaction and behavioural intentions was also confirmed. These research findings contribute to a better understanding of which behavioural mechanisms and factors represent a viable basis for increasing customer retention at the level of individual providers as well as a destination as a whole.