“…Ajzen (1985 intentions, but not all intentions are carried out; some [intentions] are abandoned altogether, some are revised to fit c important to understand the cognitive struct implications for visitor retention in the tourism industry (Petrick et al, 2001) A visitor's intention to return is travel and tourism research (Lee et al, 2007;Petrick et al, 2001). research linking intention to behavior has been conducted in (Haider & Ewing, 1990;Klenosky et al, 1993;Um & Crompton, 1990), travel mode (Bamburg, et al 2003), travel choice (Fa Ritchie,1993), destination image (Gartner & Shen, 1992;Pizam & Milman, 1993) price and education (Dellaert & Lindberg, 2003), perceived va expectations and quality (Anderson et al Fishbein, 1980), wine tourism planning (Sparks, 2007), ecotourism resort experiences (Lee & Moscardo, 2005), tourism Woodside, 2005), and the hotel/motel market (Casalo et al, 2010;Han et al, 2010;Huh et al, 2009;Kim et al, …”