Revisit intention of tourists in farm tourism sites

ABSTRACTThis work offers a structural model that explains farm tourist revisit intention (RI), which highlights place attachment (PA) and memorable tourism experience (MTE) in addition to tourist satisfaction, perceived risks (PR), and tourism destination image (TDI) as antecedents. Partial least squares–structural equation modelling was used to evaluate their theoretical relationships. Findings suggest that MTE and PA are the strongest predictors of RI, with satisfaction also influencing RI. The mediation analysis shows that PA partially mediates satisfaction and RI, satisfaction partially mediates TDI and RI, and TDI partially mediates PR and satisfaction. This work also frames a new theoretical lens on the relationship of PR with satisfaction, TDI, and RI in the farm tourism literature. It provides farm tourism sites a better understanding of tourist behavioural intention to revisit, inputs to the design of initiatives for tourism marketing, and aids in short and medium-term planning and resource allocation decisions.KEYWORDS: Farm tourismrevisit intentionstructural equation modellingmemorable tourism experienceplace attachment Disclosure statementNo potential conflict of interest was reported by the author(s).