Antecedents of domestic tourists' behavioural intentions in visiting water parks: evidence from Iran

Abstract

This research examined the antecedents of domestic tourists' behavioural intentions in visiting water parks in Iran. Based on convenience sampling, a sample of 400 visitors from four water parks in Mashhad, Iran was selected. Data was subjected to partial least squares analysis based on structural equation modelling (PLS-SEM). The findings of this study showed that the quality of visitors' experiences significantly affects water park image, perceived value, and visitor satisfaction. Moreover, perceived value and water park image exert a direct influence on visitor satisfaction, and they also positively affect behavioural intentions. Finally, visitor satisfaction significantly affects visitors' behavioural intentions (e.g., revisit and positive word of mouth). Hence, the findings of this study provide insights for water park managers and marketers, allow them to understand the relationship between the experiences of water park visitors and their behavioural intentions, and enable them to design and organise services to meet the needs of visitors.