Impact of Destination Image Antecedents on Tourists Revisit Intention in India

Abstract

Objectives: The present study focuses on the tourist intention to revisit antecedents and explores the significant contribution in destination image antecedents based on tourist perception to revisit select destination. Method: The influence of four destination image drivers i.e. "brand association, brand trust; brand image and brand loyalty "on intention to revisit were investigated. 368 tourists in Kashmir were studied. The data has been authenticated by the use of "confirmatory factor analysis" and also "Structural equation modelling" has been applied for hypothesis testing. Results: Tourist behaviour is driven by brand loyalty, brand trust; brand image have influence on intention to revisit while brand association is not having impact on revisit intention. In order to better predict tourist intentions, the brand trust is crucial followed by brand image and brand loyalty components. Conclusions: The present research concludes that brand loyalty (BL) is very effective and positively correlated with (Intention to revisit) ITR. While, one of the DI (destination Image) determinants viz. BA (brand association) not have positive influence on ITR (Intention to revisit). Further, previous researchers noted that when tourists have favourable DI (destination Image) than national economy also grows. Hence, there is a need to promote DI (destination Image). That means tourists may feel they should posses individual responsibility towards country development.