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Tourist Word of Mouth and Revisit Intentions to Rural Tourism Destinations: a Case of North Dakota, USA
Author(s) -
Phillips WooMi Jo,
Wolfe Kara,
Hodur Nancy,
Leistritz F. Larry
Publication year - 2011
Publication title -
international journal of tourism research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.155
H-Index - 58
eISSN - 1522-1970
pISSN - 1099-2340
DOI - 10.1002/jtr.879
Subject(s) - tourism , destination image , destinations , perception , word of mouth , value (mathematics) , marketing , rural tourism , advertising , focus (optics) , psychology , geography , business , tourism geography , computer science , archaeology , neuroscience , machine learning , physics , optics
Destination managers in rural states, like North Dakota, understand the benefits of tourism and, thus, the importance of studying visitors' intentions. This study investigated visitors' perceptions of destination image, value and satisfaction and those variables’ relationship with future behaviors, with a specific focus on their intent to return and make recommendations to others. The results showed that destination image directly affects visitors' perception of value and revisit intentions, and it indirectly affects satisfaction and recommendation intentions. The results also demonstrate how tourism practitioners can apply past models to their destination. The overall findings support the concept that a positive image is important to attracting repeat visitors. Copyright © 2011 John Wiley & Sons, Ltd.